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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Autores principales:	Philipp K Masur, Dominic DiFranzo, Natalie N Bazarova
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/cf1955dff181404880800cab93e37684
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spelling	oai:doaj.org-article:cf1955dff181404880800cab93e376842021-12-02T20:06:49ZBehavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure.1932-620310.1371/journal.pone.0254670https://doaj.org/article/cf1955dff181404880800cab93e376842021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0254670https://doaj.org/toc/1932-6203Social 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.Philipp K MasurDominic DiFranzoNatalie N BazarovaPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 7, p e0254670 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Philipp K Masur Dominic DiFranzo Natalie N Bazarova Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure.
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.
format	article
author	Philipp K Masur Dominic DiFranzo Natalie N Bazarova
author_facet	Philipp K Masur Dominic DiFranzo Natalie N Bazarova
author_sort	Philipp K Masur
title	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_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_sort	behavioral contagion on social media: effects of social norms, design interventions, and critical media literacy on self-disclosure.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/cf1955dff181404880800cab93e37684
work_keys_str_mv	AT philippkmasur behavioralcontagiononsocialmediaeffectsofsocialnormsdesigninterventionsandcriticalmedialiteracyonselfdisclosure AT dominicdifranzo behavioralcontagiononsocialmediaeffectsofsocialnormsdesigninterventionsandcriticalmedialiteracyonselfdisclosure AT natalienbazarova behavioralcontagiononsocialmediaeffectsofsocialnormsdesigninterventionsandcriticalmedialiteracyonselfdisclosure
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Behavioral contagion on social media: Effects of social norms, design interventions, and critical media literacy on self-disclosure.

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