Abstract
Social media greatly facilitate online social interaction among friends, and user behavior in social interaction may be influenced by interpersonal relationships. While individuals sometimes do enjoy the content shared by friends, they may also feel that they have a moral obligation to like what their friends share. Drawing on the stimulus-organism-response model, this paper examines whether the characteristics of interpersonal relationships are associated with moral obligation as well as whether moral obligation is associated with “like” intention. By using data from 348 users of WeChat Moments, we provide empirical evidence that the stimuli of interpersonal relationships (perceived authority, perceived closeness, and peer referent) are positively associated with the sense of moral obligation, which in turn, is positively associated with user intention to click the Like button on their friends’ postings on social media. Theoretical and practical implications of the findings are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.