title: Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook.
abstract: 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.
authors: Department of Advertising + Public Relations, Michigan State University, 404 Wilson Road, East Lansing, MI 48824, USA. sa@msu.edu
authors: Saleem
authors: S
authors: Alhabash
authors: Anna R
authors: AR
authors: McAlister
authors: Amy
authors: A
authors: Hagerstrom
authors: Elizabeth Taylor
authors: ET
authors: Quilliam
authors: Nora J
authors: NJ
authors: Rifon
authors: Jef I
authors: JI
authors: Richards
mesh_terms: D058445:Bullying / Q000523:psychology*; D004644:Emotions; D005260:Female; D006801:Humans; D008297:Male; D061108:Social Media / Q000706:statistics & numerical data; D055815:Young Adult