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• W2936010689 abstract "Social networking sites (SNS) provide the opportunity to keep up with friends and acquaintances and to access information about friends’ and peers’ attitudes and behaviors. Owing to their prevalent use, permanent availability, and due to the interconnectedness of different reference groups, they represent a relevant source for the perception of social norms. Building on psychological theories on social influence, social norms, and observational learning, this dissertation empirically investigates the potential of behavioral displays on SNS to shape receivers’ perceived social norms and to influence their behaviors in the offline world.In a first study, (potential) social influence effects in the context of Facebook use were explored by means of qualitative interviews. Based on the example of alcohol content, the results reveal that the exposure to friends’ behavioral displays on SNS can elicit thoughts about the friends’ behavior, their approval of the displayed behavior, and their expectations. The anticipated effects on users’ own behaviors are small; stronger effects are expected for others. Moreover, several factors, such as the source of a post, or the frequency of exposure to similar posts, were identified that could facilitate the effects from the users’ perspective. In addition, two experimental studies were conducted to investigate the effects of other persons’ behavioral displays on SNS in a more systematic way for the context of prosocial behavior: Study 2 comprises a laboratory experiment, in which participants were shown either descriptive or injunctive norm cues on prosocial behavior in status updates, in order to investigate, whether the specific norm focus can influence their prosocial behavioral intentions. Moreover, either Facebook friends or unknown peers were presented as a source of the posts. The results show that users who saw injunctive norm cues about prosocial behavior in the status updates of friends had greater volunteering intentions than persons who saw no prosocial norm cues in the posts of friends. However, no significant effect of the normative cues was found for donation intentions. Moreover, effects on the perception and accessibility of prosocial norms were explored, revealing mixed results concerning the accessibility of prosocial norms and no effects on the perception of descriptive and injunctive norms of volunteering for different types of reference groups. In the third study, the influence of different rates of exposure to prosocial behavioral displays in status updates was investigated by means of a 6-week online experiment with a between-subjects design and a repeated measures approach. Results reveal that individuals who saw a high number of prosocial behavioral displays had a higher perceived ability to perform prosocial behavior than individuals who did not see any prosocial behavioral displays. Moreover, mediation analyses showed that a positive evaluation of the posts could facilitate the impact of a high exposure rate on receivers’ own prosocial behavior and future intent. No effects of the repeated exposure to prosocial behavioral displays in status updates were found on participants’ perceived social norms regarding prosocial behavior.The present research enhances the knowledge on social norm perceptions and normative influence in the realm of SNS. The findings concerning the impact of behavioral displays in SNS on receivers’ normative perceptions and offline behavioral outcomes are discussed in the light of potential explanatory mechanisms derived from the psychological literature on social norms and social learning." @default.
• W2936010689 created "2019-04-25" @default.
• W2936010689 creator A5029513482 @default.
• W2936010689 date "2018-11-06" @default.
• W2936010689 modified "2023-09-27" @default.
• W2936010689 title "Social networking sites as a source of normative information – empirical investigations on social norm perceptions and consequences for offline behavior" @default.
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• W2936010689 hasPublicationYear "2018" @default.
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