The role of human behaviour in activist content sharing on social media

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Online Information Review Pub Date : 2024-04-12 DOI:10.1108/oir-07-2022-0374

Ekta Sinha

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引用次数: 0

Abstract

PurposeSocial media (SM) platforms tempt individuals to communicate their perspectives in real-time, rousing engaging discussions on countless topics. People, besides using these platforms to put up their problems and solutions, also share activist content (AC). This study aims to understand why people participate in activist AC sharing on SM by investigating factors related to planned and unplanned human behaviour.Design/methodology/approachThe study adopted a quantitative approach and administered a close-ended structured questionnaire to gather data from 431 respondents who shared AC on Facebook. The data was analysed using hierarchical regression in SPSS.FindingsThe study found a significant influence of both planned (perceived social gains (PSGs) , altruism and perceived knowledge (PK)) and unplanned (extraversion and impulsiveness) human behaviour on activist content-sharing behaviour on SM. The moderating effect of enculturation and general public opinion (GPO) was also examined.Practical implicationsSharing AC on SM is not like sharing other forms of content such as holiday recommendations – the former can provoke consequences (sometimes undesirable) in some regions. Such content can easily leverage the firehose of deception, maximising the vulnerability of those involved. This work, by relating human behaviour to AC sharing on SM, offers significant insights to enable individuals to manage their shared content and waning probable consequences.Originality/valueThis work combined two opposite constructs of human behaviour: planned and unplanned to explain individual behaviour in a specific context of AC sharing on SM.

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人类行为在社交媒体上积极分享内容中的作用

目的社交媒体（SM）平台诱使个人实时交流自己的观点，就无数话题展开引人入胜的讨论。人们除了利用这些平台提出自己的问题和解决方案外，还分享积极的内容（AC）。本研究旨在通过调查与计划内和计划外人类行为相关的因素，了解人们为何参与在 SM 上分享积极的交流内容。本研究采用定量方法，对 431 名在 Facebook 上分享交流内容的受访者进行了封闭式结构化问卷调查，以收集数据。研究发现，计划内（感知社会收益（PSGs）、利他主义和感知知识（PK））和计划外（外向性和冲动性）人类行为对积极分子在 SM 上分享内容的行为有显著影响。在 SM 上分享交流内容与分享假日推荐等其他形式的内容不同--前者会在某些地区引发后果（有时是不良后果）。此类内容很容易成为欺骗的导火索，最大限度地增加相关人员的脆弱性。这项研究将人类行为与 SM 上的交流分享联系起来，提供了重要的见解，使个人能够管理他们分享的内容，并减弱可能产生的后果。原创性/价值这项研究结合了人类行为的两个相反的概念：有计划和无计划，以解释在 SM 上交流分享这一特定背景下的个人行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.