摘要：Investigating the role of visual elements the authors are postulating visual elements influence on perception of the content and, consequentially, the activity of participants on Facebook pages. The authors also examine the relation between post “likes” and reach on an analysed sample, demonstrating in the process the existence of other elements which may influence the observed phenomenon and suggesting potential directions for future research. Research results confirm the prevailing importance of content’s relevance to the user’s interests compared to its visual presence, as well as the existence of a slight correspondence between reach and the number of “likes”.
关键词：Communication Science; media; visual communication; Facebook; visual elements of form; social networks
