Saleem Alhabash

Exploring the motivations of facebook use in Taiwan

The current study explored the motivations of online social network use among a sample of the general population in Taiwan (N=4,346). It investigated how seven different motivations to use Facebook predicted the intensity of Facebook use and content-generation behaviors on Facebook. Results showed that the motivation to use Facebook for posting and viewing status updates was the strongest predictor of Facebook intensity, while the motivation to view and share photographs was the strongest predictor of content-generation behavior on the site. Results are discussed in terms of expanding motivations to use Facebook to the study of social networking sites and other new and social media.

Alcohol's Getting a Bit More Social: When Alcohol Marketing Messages on Facebook Increase Young Adults’ Intentions to Imbibe

This study investigates the effects of social media marketing of alcoholic beverages using a 2 (likes: low vs. high) × 2 (shares: low vs. high) × 3 (display ad type: alcohol ad vs. antibinge drinking PSA vs. local bank) × 6 (status update repetitions) experimental design. The study examines how evaluations of alcohol marketing status updates and display advertisements predict social media users’ intentions to consume alcohol, as a function of message virality and display ad type. Participants’ viral behavioral intentions (intentions to like, share, and comment on) for status updates were strongest in predicting intentions to consume alcohol, and this relationship was strongest when the Facebook status update had high likes and shares. The article argues that alcohol marketing on social media reflects a social norm of alcohol consumption, which leads users to consume more alcoholic drinks. Findings are discussed within the framework of persuasion theories and policy changes regarding regulation of alcohol marketing on social media.

Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook

Growth in the popularity of social networking sites (SNSs) such as Facebook has been accompanied by unintended negative results (e.g., cyberbullying). SNSs could offer solutions, as well. In this article, we explore the persuasive effects of the emotional appeal and message virality of Facebook status updates. Using status updates for a fictitious anticyberbullying organization, we conducted a 3×2×2×3 (emotional tone × affective evaluation × viral reach × message repetition) mixed factorial experiment (N=365). Positive messages resulted in more positive message evaluations and stronger anticyberbullying attitudes and viral behavioral intentions. Further, low message virality led to the most favorable message evaluations, while high virality resulted in stronger anticyberbullying attitudes.

Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and uses of Facebook and Twitter:

With the growing sophistication of social media, virality of online content has become an indicator of online message effectiveness. We argue for a comprehensive definition that extends virality to social networking and microblogging sites, by emphasizing users’ behaviors beyond shear access and viewership. Across two studies, we investigate viral behavioral intentions (VBIs) toward pro-social messages shared on Facebook and Twitter. We further explore how motivations and uses of Facebook and Twitter predict VBIs toward messages shared on these websites.

Online safety begins with you and me

We explore ways to encourage individuals to follow online safety practices.We test effects of persuasive messaging strategies versus vicarious experience.Importance of tailoring safety strategies to efficacy/experience levels shown. Serious and pervasive threats confront all Internet users. Despite frequent reports of losses due to computer security breaches, many individuals still do not follow basic safety precautions. Understanding the mental processes that motivate users to follow safe practices is key to strengthening this weak link in the security chain. Using protection motivation theory (PMT), a model within the class of social cognitive theories (SCT), we develop and assess the value of interventions strategies to enhance safe online behaviors. Furthermore, we integrate the concept of personal responsibility within the PMT approach to better understand what motivates safe, online behaviors. The online safety interventions were tested using a 2 (intervention strategy: manipulated)i?2 (personal responsibility: manipulated)i?2 (knowledge: measured and blocked), between subjects with random assignment to experimental conditions and online safety behavior intentions as the targeted outcome. Based on SCT principles of behavior change, two intervention strategies were developed, one that semantically explained behaviors, and one that offered the user an enactive mastery exercise. The sample was cross-sectional and representative of Internet users. Results showed a significant three-way interaction effect among personal responsibility, the intervention strategy and prior knowledge. Enhancing a users sense of personal responsibility appears to be a necessary precursor to effective online safety interventions, but not necessarily sufficient; the intervention strategy should match the knowledge level of the user to enhance online safety behaviors. Potential strategies for designing effective online safety messages are discussed.

A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students?

The current research explores differences between Facebook, Twitter, Instagram, and Snapchat in terms of intensity of use, time spent daily on the platform, and use motivations. The study applies the uses and gratifications (U&G) approach to contrast the four platforms. A cross-sectional survey of college students (N = 396) asked participants to indicate the intensity of using Facebook, Twitter, Instagram, and Snapchat as well as nine different use motivations. Findings show that participants spent the most time daily on Instagram, followed by Snapchat, Facebook, and Twitter, respectively. They also indicated the highest use intensity for Snapchat and Instagram (nearly equally), followed by Facebook and Twitter, respectively. With regard to use motivations, Snapchat takes the lead in five of the nine motivations. Findings are discussed in relation to the U&G approach and uniqueness of different social media and social networking sites (SNSs).

From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions

Advertisers and marketers are heavily investing in social media marketing in the hope that online engagement will lead to offline behaviors, however the likelihood of the success of this tactic is yet to be fully explored. The current study reports results of four experiments that investigate how the attitude–behavioral intentions relationship is mediated by intentions to like, share, and comment on persuasive social media. The results are mixed with regard to this mediating effect. Findings are discussed in relation to redefining persuasion models within the context of the new media environment and in relation to practical implications of valuing online behaviors.

Determinants of online safety behaviour: towards an intervention strategy for college students

How can young adults be motivated to enact security precautions? Communication about the risks of Internet use or online safety communication is a context in which personal responsibility is especially salient. The present research builds on Protection Motivation Theory (PMT) to examine the role of a previously unexplored variable, personal responsibility, in the protective behaviour of college students. Two studies are reported here. In the first (N = 565), the relationship of personal responsibility to safe (i.e. protective) online behaviour is tested in relationship to standard PMT variables. A multiple regression analysis of survey data shows that personal responsibility explained additional variance in protective behaviour after accounting for the effects of traditional threat and coping appraisal variables. Building on this, the second study (N = 206) examines the possibility of influencing personal responsibility through an intervention and experimental manipulation among college students. The experimental manipulation of personal responsibility found evidence of a causal relationship between personal responsibility and protective behaviour in the college student sample. Interactions with pre-existing levels of safety involvement and self-efficacy were uncovered. Based on the results, strategies for targeted online safety interventions are suggested.

Playing their game: Changing stereotypes of Palestinians and Israelis through videogame play

This experiment explores the effects of a role-playing videogame on participants’ attitudes toward Israelis and Palestinians. Participants (N = 172) were randomly assigned to the role of either an Israeli or a Palestinian leader in PeaceMaker, a videogame simulation of the Palestinian–Israeli conflict. Participants’ explicit and implicit attitudes toward both groups were assessed before and after a 20-minute gameplay experience. Results showed that gameplay changed participants’ explicit stereotypes of the two national groups in a role-congruent fashion. Participants assigned to play the role of the Palestinian President or the Israeli Prime Minister negatively changed their evaluations of the opposing national group. Moreover, implicit bias moderated stereotype change. Results are discussed within the framework of self-persuasion and an associative-proposition evaluation model of attitude change.

To comment or not to comment

Investigated effects of anti-cyberbullying videos on civic behavioral intentions.Manipulated commenting behavior, virality, and arousal level of videos.Greater CBI upon exposure to high than low arousing videos.Significant effect of three-way interaction on civic behavioral intentions.Viral behavioral intentions strongly predicted civic behavioral intentions. An experiment investigated the effects of commenting behavior, virality, and arousal level on anti-cyberbullying civic behavioral intentions. Participants (N=98) were exposed to cyberbullying-related YouTube videos that varied in arousal level (low vs. high), number of views (low vs. high), and commenting behavior where they either commented on the video or did not comment after watching it. Participants expressed greater Civic Behavioral Intentions (CBI) upon exposure to highly than lowly arousing videos. Additionally, they expressed greater CBI when instructed to comment on highly arousing videos with high than low views, while those who did not comment on highly arousing videos expressed greater CBI upon exposure to videos with low than high views. As for lowly arousing videos, participants who were instructed to comment expressed greater CBI when the video had low than high views, while those who did not comment did not differ in CBI as a function of the number of views. Viral behavioral intentions (VBI) were the strongest predictors of CBI with degrees that varied as a function of commenting behavior, virality, arousal level, and the interactions among them. Results are discussed within the framework of the relationship between online engagement and offline civic action.