Hapsari Gisela Ivana and Ardi Rahkman (2026) Message Framing, Emotional Reactions, and Engagement Intention Toward AI-Generated Art Content on Social Media: A Between-Subjects Experiment Among Indonesian Emerging Adults. Repository Universitas Airlangga. pp. 1-9. (Unpublished)

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Abstract

Social media platforms in Indonesia have become central spaces for public debate about contested emerging technologies such as AI-generated art. This study investigates how message framing, benefit, threat, and neutral framings of AI-generated art, influences post-exposure emotional reactions and engagement intentions among Indonesian emerging adults. A between-subjects vignette experiment was conducted with 165 Indonesian emerging adults aged 18 to 29 years, randomly assigned to one of three framing conditions; following manipulation check and attention check exclusions, the final analytic sample was N = 94 (36 Benefit, 33 Threat, 25 Neutral). Emotional reactions were measured using the validated Indonesian Positive and Negative Affect Schedule (PANAS; Watson et al., 1988; Akhtar, 2019), and engagement intention was measured using four behavioral intention items. Prior attitude and pre-exposure emotional baseline were entered as covariates in all analyses of covariance (ANCOVA). Threat framing significantly increased negative affect, F(2, 89) = 6.541, p = .002, η²p = .128, and significantly suppressed positive affect relative to the other two conditions, F(2, 89) = 5.27, p = .007, η²p = .106. Positive affect was strongly correlated with engagement intention, r(92) = .572, p < .001, whereas negative affect showed no association, r(92) = -.022, p = .833. Framing had no direct effect on engagement intention once prior attitude was controlled; prior attitude emerged as the strongest predictor of engagement intention, η²p = .285, explaining approximately 29 percent of its variance. These findings indicate that message framing shapes emotional response, but positive affect specifically, rather than negative arousal, is the primary psychological pathway to engagement behavior on social media.

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