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- Title
Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook.
- Authors
Alhabash, Saleem; McAlister, Anna R; Hagerstrom, Amy; Quilliam, Elizabeth Taylor; Rifon, Nora J; Richards, Jef I
- Abstract
Growth in the popularity of social networking sites (SNSs) such as Facebook has been accompanied by unintended negative results (e.g., cyberbullying). SNSs could offer solutions, as well. In this article, we explore the persuasive effects of the emotional appeal and message virality of Facebook status updates. Using status updates for a fictitious anticyberbullying organization, we conducted a 3×2×2×3 (emotional tone × affective evaluation × viral reach × message repetition) mixed factorial experiment (N=365). Positive messages resulted in more positive message evaluations and stronger anticyberbullying attitudes and viral behavioral intentions. Further, low message virality led to the most favorable message evaluations, while high virality resulted in stronger anticyberbullying attitudes.
- Publication
Cyberpsychology, behavior and social networking, 2013, Vol 16, Issue 3, p175
- ISSN
2152-2723
- Publication type
Journal Article
- DOI
10.1089/cyber.2012.0265