scholarly journals One-Sided Social Media Comments Influenced Opinions And Intentions About Home Birth: An Experimental Study

2016 ◽  
Vol 35 (4) ◽  
pp. 726-733 ◽  
Author(s):  
Holly O. Witteman ◽  
Angela Fagerlin ◽  
Nicole Exe ◽  
Marie-Eve Trottier ◽  
Brian J. Zikmund-Fisher
Keyword(s):  
Social Media ◽  
Experimental Study ◽  
Home Birth

scholarly journals Can Social Media Anti-abuse Policies Work? A Quasi-experimental Study of Online Sexist and Racist Slurs

2020 ◽  
Vol 6 ◽  
pp. 237802312094871
Author(s):  
Diane Felmlee ◽  
Daniel DellaPosta ◽  
Paulina d. C. Inara Rodis ◽  
Stephen A. Matthews
Keyword(s):  
Social Media ◽  
Experimental Study ◽  
African Americans ◽  
Social Control ◽  
Aggressive Behavior ◽  
Policy Change ◽  
Psychological Reactance ◽  
Online Harassment ◽  
Organizational Policies ◽  
Quasi Experimental

The authors use the timing of a change in Twitter’s rules regarding abusive content to test the effectiveness of organizational policies aimed at stemming online harassment. Institutionalist theories of social control suggest that such interventions can be efficacious if they are perceived as legitimate, whereas theories of psychological reactance suggest that users may instead ratchet up aggressive behavior in response to the sanctioning authority. In a sample of 3.6 million tweets spanning one month before and one month after Twitter’s policy change, the authors find evidence of a modest positive shift in the average sentiment of tweets with slurs targeting women and/or African Americans. The authors further illustrate this trend by tracking the network spread of specific tweets and individual users. Retweeted messages are more negative than those not forwarded. These patterns suggest that organizational “anti-abuse” policies can play a role in stemming hateful speech on social media without inflaming further abuse.

Brand balance: the effect of influencer brand encroachment on interactivity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lara Hamdan ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Social Media ◽  
Experimental Study ◽  
Design Methodology ◽  
Mediating Effects ◽  
Personal Power ◽  
Content Type ◽  
Low Level ◽  
Social Media Platforms ◽  
High Level

PurposeAs social media platforms continue to have an increased presence in influencer marketing, researchers and practitioners are seeking ways to optimize the use of these platforms. The purpose of this study is to investigate the effect of brand encroachment, a level of brand's control over the promotion executed by social media influencers (SMIs), on the importance of interactivity of SMIs.Design/methodology/approachThis study examined the effect of brand encroachment on interactivity whilst examining the mediating effects of both passion and personal power. The study was an online, one-factor between-subjects design comparing high level of brand encroachment vs low level of brand encroachment.FindingsThe results of the experimental study suggest that as brand encroachment decreases, there is an increasing importance of being interactive. In addition, with lower brand encroachment, SMIs portray more personal power and passion toward the product or service being promoted.Originality/valueAs influencers create communities via increased levels of engagement, authenticity and relatability, it is of paramount importance that SMIs build relationships through interactivity in low-brand encroachment settings. Brands should offer more opportunities for SMIs to be interactive with their audience, while intrinsically building their personal power and passion as sources for these interactions.

Change is an emotional state of mind: Behavioral responses to online petitions

2017 ◽  
Vol 20 (4) ◽  
pp. 1658-1675
Author(s):  
Abby Koenig ◽  
Bryan McLaughlin
Keyword(s):  
Social Media ◽  
Experimental Study ◽  
Emotional State ◽  
Behavioral Responses ◽  
Proactive Behavior ◽  
Contagion Effect ◽  
Online Platforms ◽  
Different Types ◽  
State Of Mind ◽  
Practical Implications

Scholars are increasingly concerned about the rising level of negativity in social media sites. This negativity has found its way into sites that are supposedly intended for prosocial civic engagement. To examine how hostility impacts behavior in a user-generated, prosocial context, an experimental study was conducted using an online petition modeled after those posted to the website Change.org . This study examines whether negativity causes a contagion effect leading to more negativity and the different types of negativity that may occur. Results suggest that when users read negative-toned petitions, a contagion effect increases both anger and anxiety. However, our findings are not consistent with previous literature that argues anger leads to increased proactive behavior. Instead, we find that while anxiety leads to an increase in petition-related action, anger does not. These findings have important theoretical and practical implications for scholars and those looking to participate in social justice via online platforms.

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