Risk, reward, and recognition: The influence of safety perception on viral challenge participation on social media

IF 10.1 1区社会学 Q1 SOCIAL ISSUES

Technology in Society Pub Date : 2025-03-04 DOI:10.1016/j.techsoc.2025.102860

Andrzej Szymkowiak , Konstantinos Madias , Urszula Anna Garczarek-Bak

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Abstract

In this research, user engagement with viral challenges on social media is examined, focusing on the effects of risk perception, social support and safety on participation intentions. Two studies were conducted: in the first, it was explored what impact assigned risk levels have on users' expectations of virality and potential platform bans, involving 393 participants; in the second, it was investigated how individuals' safety perceptions influence their willingness to engage in viral challenges, with 274 participants engaging in real-life scenarios involving a "dog food challenge". The findings allow to highlight the mediating role of social support and safety perceptions in the relationship between risk and engagement, underscoring the significance of these factors in users' decision-making processes on platforms such as TikTok. This work contributes to the discourse on digital behavior, offering insights into the complexities of participating in viral challenges and their implications for various stakeholders in the social media ecosystem.

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来源期刊

Technology in Society Multiple-

CiteScore

17.90

自引率

14.10%

发文量

316

审稿时长

60 days

期刊介绍： Technology in Society is a global journal dedicated to fostering discourse at the crossroads of technological change and the social, economic, business, and philosophical transformation of our world. The journal aims to provide scholarly contributions that empower decision-makers to thoughtfully and intentionally navigate the decisions shaping this dynamic landscape. A common thread across these fields is the role of technology in society, influencing economic, political, and cultural dynamics. Scholarly work in Technology in Society delves into the social forces shaping technological decisions and the societal choices regarding technology use. This encompasses scholarly and theoretical approaches (history and philosophy of science and technology, technology forecasting, economic growth, and policy, ethics), applied approaches (business innovation, technology management, legal and engineering), and developmental perspectives (technology transfer, technology assessment, and economic development). Detailed information about the journal's aims and scope on specific topics can be found in Technology in Society Briefings, accessible via our Special Issues and Article Collections.