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Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure

Social norms are powerful determinants of human behaviors in offline and online social worlds. While previous research established a correlational link between norm perceptions and self-reported disclosure on social network sites (SNS), questions remain about downstream effects of prevalent behavior...

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Detalles Bibliográficos
Autores principales: Masur, Philipp K., DiFranzo, Dominic, Bazarova, Natalie N.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8289004/
https://www.ncbi.nlm.nih.gov/pubmed/34280233
http://dx.doi.org/10.1371/journal.pone.0254670
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author Masur, Philipp K.
DiFranzo, Dominic
Bazarova, Natalie N.
author_facet Masur, Philipp K.
DiFranzo, Dominic
Bazarova, Natalie N.
author_sort Masur, Philipp K.
collection PubMed
description Social norms are powerful determinants of human behaviors in offline and online social worlds. While previous research established a correlational link between norm perceptions and self-reported disclosure on social network sites (SNS), questions remain about downstream effects of prevalent behaviors on perceived norms and actual disclosure on SNS. We conducted two preregistered studies using a realistic social media simulation. We further analyzed buffering effects of critical media literacy and privacy nudging. The results demonstrate a disclosure behavior contagion, whereby a critical mass of posts with visual disclosures shifted norm perceptions, which, in turn, affected perceivers’ own visual disclosure behavior. Critical media literacy was negatively related and moderated the effect of norms on visual disclosure behavioral intentions. Neither critical media literacy nor privacy nudge affected actual disclosure behaviors, however. These results provide insights into how behaviors may spread on SNS through triggering changes in perceived social norms and subsequent disclosure behaviors.
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spelling pubmed-82890042021-07-31 Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure Masur, Philipp K. DiFranzo, Dominic Bazarova, Natalie N. PLoS One Research Article Social norms are powerful determinants of human behaviors in offline and online social worlds. While previous research established a correlational link between norm perceptions and self-reported disclosure on social network sites (SNS), questions remain about downstream effects of prevalent behaviors on perceived norms and actual disclosure on SNS. We conducted two preregistered studies using a realistic social media simulation. We further analyzed buffering effects of critical media literacy and privacy nudging. The results demonstrate a disclosure behavior contagion, whereby a critical mass of posts with visual disclosures shifted norm perceptions, which, in turn, affected perceivers’ own visual disclosure behavior. Critical media literacy was negatively related and moderated the effect of norms on visual disclosure behavioral intentions. Neither critical media literacy nor privacy nudge affected actual disclosure behaviors, however. These results provide insights into how behaviors may spread on SNS through triggering changes in perceived social norms and subsequent disclosure behaviors. Public Library of Science 2021-07-19 /pmc/articles/PMC8289004/ /pubmed/34280233 http://dx.doi.org/10.1371/journal.pone.0254670 Text en © 2021 Masur et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Masur, Philipp K.
DiFranzo, Dominic
Bazarova, Natalie N.
Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title_full Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title_fullStr Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title_full_unstemmed Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title_short Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure
title_sort behavioral contagion on social media: effects of social norms, design interventions, and critical media literacy on self-disclosure
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8289004/
https://www.ncbi.nlm.nih.gov/pubmed/34280233
http://dx.doi.org/10.1371/journal.pone.0254670
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