What makes users share content on facebook? Compatibility among psychological incentive, social capital focus, and content type

The projection of Chinese University online image and social media engagement based on Bayesian model

Social media platforms provide the public with a forum for interaction and communication with tourism destinations, playing a significant role in the shaping and dissemination of destination images. Similarly, social media plays a vital role in the construction and propagation of online images for higher education institutions. For instance, indicators such as likes, shares, and visits on Weibo can serve as measures of public engagement with university social media. To reveal the triggering rules of social media engagement by projected images of destinations and related factors, this paper builds a Bayesian model using data from posts and interactions on the official Sina Weibo account of a Chinese university from 2018 to 2023. This model simulates to infer the optimal decisions that trigger university social media engagement.

Survival analysis of the duration of rumors during the COVID-19 pandemic

BACKGROUND

The emergence of the COVID-19 pandemic towards the end of 2019 triggered a relentless spread of online misinformation, which significantly impacted societal stability, public perception, and the effectiveness of measures to prevent and control the epidemic. Understanding the complex dynamics and characteristics that determine the duration of rumors is crucial for their effective management. In response to this urgent requirement, our study takes survival analysis method to analyze COVID-19 rumors comprehensively and rigorously. Our primary aim is to clarify the distribution patterns and key determinants of their persistence. Through this exploration, we aim to contribute to the development of robust rumor management strategies, thereby reducing the adverse effects of misinformation during the ongoing pandemic.

METHODS

The dataset utilized in this research was sourced from Tencent's "Jiao Zhen" Verification Platform's "Real-Time Debunking of Novel Coronavirus Pneumonia" system. We gathered a total of 754 instances of rumors from January 18, 2020, to January 17, 2023. The duration of each rumor was ascertained using the Baidu search engine. To analyze these rumors, survival analysis techniques were applied. The study focused on examining various factors that might influence the rumors' longevity, including the theme of the content, emotional appeal, the credibility of the source, and the mode of presentation.

RESULTS

Our study's results indicate that a rumor's lifecycle post-emergence typically progresses through three distinct phases: an initial rapid decline phase (0-25 days), followed by a stable phase (25-1000 days), and ultimately, an extinction phase (beyond 1000 days). It is observed that half of the rumors fade within the first 25 days, with an average duration of approximately 260.15 days. When compared to the baseline category of prevention and treatment rumors, the risk of dissipation is markedly higher in other categories: policy measures rumors are 3.58 times more likely to perish, virus information rumors have a 0.52 times higher risk, epidemic situation rumors are 4.86 times more likely to die out, and social current affairs rumors face a 2.02 times increased risk. Additionally, in comparison to wish rumors, bogie rumors and aggression rumors have 0.26 and 0.27 times higher risks of dying, respectively. In terms of presentation, graphical and video rumors share similar dissolution risks, whereas textual rumors tend to have a longer survival time. Interestingly, the credibility of the rumor's source does not significantly impact its longevity.

CONCLUSION

The survival time of rumors is strongly linked to their content theme and emotional appeal, whereas the credibility of the source and the format of presentation have a more auxiliary influence. This study recommends that government agencies should adopt specific strategies to counter rumors. Experts and scholars are encouraged to take an active role in spreading health knowledge. It's important for the public to proactively seek trustworthy sources for accurate information. Media platforms are advised to maintain journalistic integrity, verify the accuracy of information, and guide the public towards improved media literacy. These actions, collectively, can foster a collaborative alliance between the government and the media, effectively combating misinformation.

Social networks and customer loyalty: review of loyalty keys and main social networks publications' characteristics

The aim of this work is to shed light on the characteristics and relationship between customer loyalty and publications by the companies on social networks; it has been undertaken with the aid of an exhaustive review of previous studies from 1994 up to the present time. The purpose of the research is to generate a model that can tackle the practical characteristics of the publications on social networks to encourage loyalty. With a view to this, a model is developed that is an extension of the traditional "Four Stage Loyalty Model" based on other constructions of the same model, and combined with the characteristics of social networks publications defined in earlier literature. This reflexive approach is particularly important here due to the fact that companies have to be closer to customers' requirements and customers have the option to choose from which type of communication they wish to be the object.

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Purpose

The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.

Design/methodology/approach

The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.

Findings

Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.

Practical implications

The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.

Originality/value

Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

The popularity of contradictory information about COVID-19 vaccine on social media in China

To eliminate the impact of contradictory information on vaccine hesitancy on social media, this research developed a framework to compare the popularity of information expressing contradictory attitudes towards COVID-19 vaccine or vaccination, mine the similarities and differences among contradictory information's characteristics, and determine which factors influenced the popularity mostly. We called Sina Weibo API to collect data. Firstly, to extract multi-dimensional features from original tweets and quantify their popularity, content analysis, sentiment computing and k-medoids clustering were used. Statistical analysis showed that anti-vaccine tweets were more popular than pro-vaccine tweets, but not significant. Then, by visualizing the features' centrality and clustering in information-feature networks, we found that there were differences in text characteristics, information display dimension, topic, sentiment, readability, posters' characteristics of the original tweets expressing different attitudes. Finally, we employed regression models and SHapley Additive exPlanations to explore and explain the relationship between tweets' popularity and content and contextual features. Suggestions for adjusting the organizational strategy of contradictory information to control its popularity from different dimensions, such as poster's influence, activity and identity, tweets' topic, sentiment, readability were proposed, to reduce vaccine hesitancy.

User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study

The online healthcare community (OHC) has attained rapid development in recent years in which users are facilitated to exchange disease information and seek medical treatment. However, users’ motivation of participation in OHCs is still under investigation. Taking the perspective of user perceived value, this paper examined the impacts of different incentive levels including identity incentive, privilege incentive, and material incentive on user perceived value, user engagement, and user loyalty. To test the proposed hypotheses, the study adopted the methods of the between-subjects experiment and questionnaire. Based on the data analysis by ANOVA and structural equation model, the results show there are significant differences in the impacts of different incentive levels on users’ perceived value. Most of the incentive measures exert significant effects on simple user hedonic value and community identity value. Accordingly, the research findings suggest that affective support value and self-health management value demonstrate more importance for user engagement and user loyalty. Therefore, OHCs should try to improve users’ affective support value and self-health management value which are the ultimate aims of the OHCs. Our study sheds some light on profoundly understanding the design of incentive mechanism of OHC and contributes to the research of OHC services.

Online Public Rumor Engagement Model and Intervention Strategy in Major Public Health Emergencies: From the Perspective of Social Psychological Stress

During major public health emergencies, a series of coupling problems of rumors getting out of control and public psychological imbalance always emerge in social media, which bring great interference for crisis disposal. From the perspective of social psychological stress, it is important to depict the interactive infection law among distinct types of rumor engagers (i.e., advocates, supporters, and amplifiers) under different social psychological stress states, and explore the effectiveness of rumor intervention strategies (i.e., hindering and persuasion) from multiple dimensions, to scientifically predict the situation of public opinion field and guide the public to restore psychological stability. Therefore, this paper constructs an interactive infection model of multiple rumor engagers under different intervention situations based on a unique user-aggregated dataset collected from a Chinese leading online microblogging platform (“Sina Weibo”) during the COVID-19 in 2020. The simulation result shows that (1) in the period of social psychological alarm reaction, the strong level of hindering intervention on the rumor engagers leads to more serious negative consequences; (2) in the period of social psychological resistance, the persuasion and hindering strategies can both produce good outcomes, which can effectively reduce the overall scale of rumor supporters and amplifiers and shorten their survival time in social media; (3) in the period of social psychological exhaustion, rumor intervention strategies are not able to have a significant impact; (4) the greater the intensity of intervention, the more obvious the outcome. Experimental findings provide a solid research basis for enhancing social psychological stress outcomes and offer decision-making references to formulate the rumor combating scheme.

Direct-to-consumer prescription medication advertisements on social media: The role of social factors

This study examines the association of social factors with the intention to seek and behavior of obtaining additional prescription medication information after direct-to-consumer prescription medication advertisement (DTCA) exposure. Data were analyzed from 667 college students who were exposed to online social media advertisements. Subjective norms and trust were both positively associated with intentions and behavior. Bridging social capital was positively associated with intentions but not with behavior. Bonding social capital was negatively associated with intentions while it was positively associated with behavior. Pharmaceutical companies should consider subjective norms and trust when advertising prescription medications on online social media.

Leveraging enterprise social network technology: understanding the roles of compatibility and intrinsic motivation

Purpose

This study explores the factors influencing the value of enterprise social media (ESM) from the perspective of compatibility. Establishing a theoretical model based on compatibility theory, the authors examine the effects of two dimensions of compatibility and the mediating effects of employees' intrinsic motivations. ESM is an important tool that helps companies to enhance knowledge sharing and cross-department collaboration. Thus, it is important to understand factors that can facilitate the role of ESM in improving enterprise operating performance.

Design/methodology/approach

The authors conducted a survey among 353 users of a leading ESM platform and empirically investigated how compatibility influences ESM value through employees' intrinsic motivations. Structural equation modeling (SEM) was applied to study the relationship among compatibility, employees' intrinsic motivations and ESM value.

Findings

The empirical research results indicate that compatibility of self-interest with group interest influences the value of ESM, and intrinsic motivations toward collaboration and toward knowledge management partially mediate the effects of the two dimensions of compatibility on ESM value.

Research limitations/implications

First, the empirical analysis relies on data from surveying employees of Chinese companies. Therefore, one direction for future research is to reexamine the model using data from other countries. Second, the effects of compatibility identified in the study may vary among different ESM platforms. In addition, the findings may change for organizations having different sizes.

Practical implications

This finding suggests that managers should pay close attention to potential conflicts of interest when implementing ESM to enhance group communication and collaboration. This study also highlights the importance of compatibility of new working processes with experience in practice. In addition, intrinsic motivations towards both cooperation and knowledge management in ESM are important factors influencing the value creation of ESM. Therefore, to cultivate employees' intrinsic motivation, managers and organizations need to facilitate the formation of a collaborative atmosphere and habits of cooperative adoption.

Originality/value

Although previous studies show that compatibility is a strong belief salient to technology acceptance and continuance usage behavior, the operational definition of compatibility developed by prior studies has generally been limited to the technology perspective and the individual level. However, the primary benefit of ESM is enabling online team collaboration and knowledge sharing across various departments. Thus, the level of compatibility between employees' self-interests and group interests may influence their intrinsic motivations toward ESM usage. From this perspective of individual–group interest conflicts, the authors propose a conceptual research model based on the theory of compatibility in innovation diffusion.

New Media Literacy, Health Status, Anxiety, and Preventative Behaviors Related to COVID-19: A Cross-Sectional Study in Taiwan

Internet media may exacerbate public confusion and anxiety about COVID-19. New media health literacy (NMHL) is considered to play a protective role against health-related misinformation from the media for individuals to maintain their health. The current study aims to examine the relationship among Taiwanese adults' NMHL, health status, anxiety, and prevention behaviors during the COVID-19 pandemic. This cross-sectional study was conducted through an online survey, and 342 responses were included in the analysis. The survey tools include Health Status, COVID-19-Related New Media Health Literacy, COVID-19 Anxiety, and COVID-19 Preventive Behaviors. The research showed that both functional and critical prosuming literacy had positive relationships with health status. Functional consumption literacy had a weak negative correlation with COVID-19 anxiety. Furthermore, critical consumption literacy had a positive relationship with COVID-19 preventive behaviors. Therefore, individuals' health, anxiety, and prevention behaviors are affected by different aspects of COVID-19-related new media health literacy. Compared to their consuming media literacy, Taiwanese adults have insufficient prosuming media literacy in regard to COVID-19 health issues.

Understanding the Facebook Users' Behavior towards COVID-19 Information Sharing by Integrating the Theory of Planned Behavior and Gratifications

This study aimed to investigate Facebook users’ information sharing behavior during COVID-19 by merging the theory of planned behavior and uses and gratifications theory into one theoretical framework. Facebook has been playing a pivotal role in shaping how people across the globe are experiencing the coronavirus pandemic. Yet knowledge about motivational and behavioral factors influencing information sharing through Facebook remains limited in the context of COVID-19. We collected data from 540 Facebook users through Google Forms. Structural equation modeling was applied to test the hypotheses of the study. We noted that Facebook users shared COVID-19 information for entertainment, socializing, and status-seeking. The findings further identified that attitude toward behavior, subjective norms, and perceived behavioral control positively affect the behavioral intention and actual behavior of Facebook users to share COVID-19 information.

Why DO citizens engage in government social media accounts during COVID-19 pandemic? A comparative study

The worldwide COVID-19 outbreak that crushed the global economy and healthcare increased the public willingness to acquire more information and enthusiasm to engage online among billions of users through social networks. As more towns, cities, and regions turn to lockdown, government social media accounts (GSMAs) develop as a trustworthy source to obtain information about the COVID-19 pandemic. Thus, investigating the determinants and consequences of citizens' participation behavior on GSMAs is essential. Drawing on the self-determination theory (SDT) and civic volunteer model (CVM), we examine the influence of motivational factors (i.e., intrinsic extrinsic) on citizens' participation behavior on GSMAs, which leads to online civic behavior. Comparative research between China and Pakistan is carried out using data collected through an online survey. This study shows that information-seeking, political benefits, self-development, altruism, and perceived reciprocity are the critical antecedents of citizens' participatory behavior on GSMAs in both countries, resulting in online civic behavior. Furthermore, moderating results reveal that perceived connectivity moderates the relationship between certain motivational factors (intrinsic and extrinsic) and citizens' participatory behavior on GSMAs, whereas trust in government moderates the relationship between participatory behavior on GSMAs and online civic behavior during COVID-19. Theoretical and managerial implications are discussed in detail.

Fake news and COVID-19: modelling the predictors of fake news sharing among social media users

Fake news dissemination on COVID-19 has increased in recent months, and the factors that lead to the sharing of this misinformation is less well studied. Therefore, this paper describes the result of a Nigerian sample (n = 385) regarding the proliferation of fake news on COVID-19. The fake news phenomenon was studied using the Uses and Gratification framework, which was extended by an "altruism" motivation. The data were analysed with Partial Least Squares (PLS) to determine the effects of six variables on the outcome of fake news sharing. Our results showed that altruism was the most significant factor that predicted fake news sharing of COVID-19. We also found that social media users' motivations for information sharing, socialisation, information seeking and pass time predicted the sharing of false information about COVID-19. In contrast, no significant association was found for entertainment motivation. We concluded with some theoretical and practical implications.

Understanding Knowledgeable Workers' Behavior Toward COVID-19 Information Sharing Through WhatsApp in Pakistan

Using social media through mobile has become a major source of disseminating information; however, the motivations that impact social media users’ intention and actual information-sharing behavior need further examination. To this backdrop, drawing on the uses and gratifications theory, theory of prosocial behavior, and theory of planned behavior, we aim to examine various motivations toward information-sharing behaviors in a specific context [coronavirus disease 2019 (COVID-19)]. We collected data from 388 knowledgeable workers through Google Forms and applied structural equation modeling to test the hypotheses. We noted that individuals behave seriously toward crisis-related information, as they share COVID-19 information on WhatsApp not only to be entertained and seek status or information but also to help others. Further, we noted norms of reciprocation, habitual diversion, and socialization as motivators that augment WhatsApp users’ positive attitude toward COVID-19 information-sharing behavior.

Perspectives to social media usage of depressed patients and caregivers affecting to change the health behavior of patients in terms of information and perceived privacy risks

It has been confirmed that the use of social media (SM) can affect the mental health of users. However, there is no explanation for its impact on health behavior. This study focuses on the perspectives of depressed patients and caregivers on social media usage and how it can change their health behavior. A questionnaire designed according to the framework of the I-Change Model (ICM) is used to collect data from a sample group. This group consists of 214 patients diagnosed with major depressive disorders, and 110 caregivers. The data is used to analyze causal relationships with the help of structural equation modeling. The results showed that from the patient's perspective it is essential to be aware of the content and volume of social media usage. An awareness of the perceived risk to privacy is also essentially a motivating factor in patients' decisions to use social media. The views of caregivers suggest that content valence has an essential role to play in their use of social media. After viewing content on social media patients change their behavior. The perceived privacy risk also plays a critical role in patients' decisions to use social media.

Manipulation and Malicious Personalization: Exploring the Self-Disclosure Biases Exploited by Deceptive Attackers on Social Media

In the real world, the disclosure of private information to others often occurs after a trustworthy relationship has been established. Conversely, users of Social Network Sites (SNSs) like Facebook or Instagram often disclose large amounts of personal information prematurely to individuals which are not necessarily trustworthy. Such a low privacy-preserving behavior is often exploited by deceptive attackers with harmful intentions. Basically, deceivers approach their victims in online communities using incentives that motivate them to share their private information, and ultimately, their credentials. Since motivations, such as financial or social gain vary from individual to individual, deceivers must wisely choose their incentive strategy to mislead the users. Consequently, attacks are crafted to each victim based on their particular information-sharing motivations. This work analyses, through an online survey, those motivations and cognitive biases which are frequently exploited by deceptive attackers in SNSs. We propose thereafter some countermeasures for each of these biases to provide personalized privacy protection against deceivers.

Likes, comments, and shares of marine organism imagery on Facebook

Several calls to action urge scientists and science communicators to engage more with online communities. While these calls have been answered by a high percentage of scientists and science communicators online, it often remains unclear what are the best models for effective communication. Best practices and methods for online science communication can benefit from experimental and quantitative research addressing how and when users engage with online content. This study addresses with quantitative and predictive models a key question for the popular, but often-ignored in science communication, social media platform Facebook. Specifically, this study examines the impact of imagery through quantification of likes, comments, and shares on Facebook posts. Here, I show that a basic quantitative model can be useful in predicting response to marine organism imagery on Facebook. The results of this online experiment suggest image type, novelty, and aesthetics impact the number of likes, shares, and comments on a post. In addition, the likes, shares, and comments on images did not follow traditional definitions of "charismatic megafauna", with cephalopods and bony fishes receiving more interactions than cartilaginous fishes and marine mammals. Length and quality of caption did not significantly impact likes, comments, or shares. This study provides one of the first quantitative analysis of virality of scientific images via social media. The results challenge previously held conceptions of social media scientific outreach including increasing emphasis on imagery selection and curation, notions of which taxa the public connect with, and role of captions for imagery.

Duality of self-promotion on social networking sites

Purpose

Self-promotion on social networking sites (SNSs) is a controversial issue as it has been attributed to various positive and negative consequences. To better understand the reasons for the mixed consequences and the nature of self-promotion on SNSs, the purpose of this paper is to theorize and empirically investigate the duality of SNS self-promotion and its underlying socio-psychological mechanisms.

Design/methodology/approach

By drawing on the motivational affordance lens and self-determination theory, this study develops a theoretical account of the duality of self-promotion on SNSs. The author places subjective vitality and SNS addiction as the positive and negative consequences of self-promotion. The model was tested using partial least squares technique with data collected from 289 Finnish Facebook users using a survey.

Findings

The results show that self-promotion contributes to both subjective vitality and to SNS addiction. Importantly, exhibitionism attenuates the effect of self-promotion on subjective vitality and amplifies the effect of self-promotion on SNS addiction. The feature-level analysis shows that status updates, adding photos, commenting in others’ posts and profile completeness are the main determinants of self-promotion. Status updates, adding photos and check-ins, in turn, have high exhibitionistic appeal.

Originality/value

To date, the empirical attempts to investigate the duality of SNS use have been rare. In particular, prior research is largely silent in explaining what tilt the outcomes of self-promotion either toward positive or negative direction. The paper fills this theoretical and empirical gap and thus contributes to literature on dualities of SNS use.