TY  - JOUR
PY  - 2013//
TI  - Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook
JO  - Cyberpsychology, behavior and social networking
A1  - Alhabash, Saleem
A1  - McAlister, Anna R.
A1  - Hagerstrom, Amy
A1  - Quilliam, Elizabeth Taylor
A1  - Rifon, Nora J.
A1  - Richards, Jef I.
SP  - 175
EP  - 182
VL  - 16
IS  - 3
N2  - 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.<p /> <p>Language: en</p>
LA  - en
SN  - 2152-2715
UR  - http://dx.doi.org/10.1089/cyber.2012.0265
ID  - ref1
ER  -