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

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.