Normative Influence of Social Media on Adolescents' Actions, Attitudes, and Perceptions Toward Non-Normative Behavior in South Korea

This study examines the formation of adolescents' norms toward non-normative behaviors using a two-wave survey of middle school students in South Korea over a one-year period. The study focuses on four modes of non-normative behavior, namely, verbal aggression, Internet slang, digital piracy, and self-exposure, and investigates the impact of exposure to descriptive and injunctive norms on social media on adolescents' actions, attitudes, and perceptions of non-normative behavior. The results reveal that exposure to injunctive norms on social media is positively associated with adolescents' engagement in deterring non-normative behavior. This suggests that when adolescents witness others taking action against non-normative behavior on social media, they are more likely to engage in similar actions to prevent such behavior. However, the effect of exposure to descriptive norms on actions against non-normative behavior is not supported in this study. The study provides insights into the influence of personal relationships and social networks on young people's perceptions of social media use in South Korea, with important implications for developing interventions to promote responsible and respectful digital behavior among young people.