Department of Communication Science, Vrije Universiteit Amsterdam, Amsterdam, Netherlands.
Department of Computer Science and Engineering, Lehigh University, Bethlehem, Pennsylvania, United States of America.
PLoS One. 2021 Jul 19;16(7):e0254670. doi: 10.1371/journal.pone.0254670. eCollection 2021.
Social norms are powerful determinants of human behaviors in offline and online social worlds. While previous research established a correlational link between norm perceptions and self-reported disclosure on social network sites (SNS), questions remain about downstream effects of prevalent behaviors on perceived norms and actual disclosure on SNS. We conducted two preregistered studies using a realistic social media simulation. We further analyzed buffering effects of critical media literacy and privacy nudging. The results demonstrate a disclosure behavior contagion, whereby a critical mass of posts with visual disclosures shifted norm perceptions, which, in turn, affected perceivers' own visual disclosure behavior. Critical media literacy was negatively related and moderated the effect of norms on visual disclosure behavioral intentions. Neither critical media literacy nor privacy nudge affected actual disclosure behaviors, however. These results provide insights into how behaviors may spread on SNS through triggering changes in perceived social norms and subsequent disclosure behaviors.
社会规范是线下和线上社交世界中人类行为的强大决定因素。虽然之前的研究已经确立了规范认知与社交网站 (SNS) 上自我报告披露之间的相关性，但对于普遍行为对感知规范和实际披露的下游影响仍存在疑问。我们使用现实的社交媒体模拟进行了两项预先注册的研究。我们进一步分析了关键媒体素养和隐私提示的缓冲效应。结果表明存在披露行为的传染现象，即大量带有视觉披露的帖子改变了规范认知，进而影响了感知者自己的视觉披露行为。关键媒体素养与规范对视觉披露意向的影响呈负相关，并起到调节作用。然而，关键媒体素养和隐私提示都没有影响实际的披露行为。这些结果提供了有关行为如何通过触发感知社会规范的变化以及随后的披露行为在 SNS 上传播的见解。
