A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Social networking sites as a source of normative information – empirical investigations on social norm perceptions and consequences for offline behavior
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 ...
Social networking sites as a source of normative information – empirical investigations on social norm perceptions and consequences for offline behavior
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 ...
Social networking sites as a source of normative information – empirical investigations on social norm perceptions and consequences for offline behavior
Rösner, Leonie (author) / Krämer, Nicole
2018-11-06
Theses
Electronic Resource
English
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