“…Audience engagement refers to the level of user participation and interactivity in real time on social media platforms (Lim, Hwang, Kim, & Biocca, 2015;Seo, Harn, Ebrahim, & Aldana, 2016). Social media are known to enhance civic and political participation (Kim, Hsu, & de Zúñiga, 2013) and facilitate collective actions (Kwon, Nam, & Lackaff, 2011) and collective sensemaking (Oh, Kwon, & Rao, 2010). Highly engaging messages are more effective in propagating information to a wider scope of users.…”