Social Media Behavior Research Articles

Endorsement on Instagram and cultural dimensions: an analysis of digital influencers

PurposeThe purpose of this study is to understand the individualism/collectivism and masculine/feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram.Design/methodology/approachThe authors conducted a cross-cultural qualitative study, collecting endorsement posts published by six fitness mega-influencers from Brazil and the USA. A total of 147 posts were assessed through the semiotic analysis of still images.FindingsThe authors identified that, in collectivist and feminine cultures, endorsements focus on the emotional competence of the digital influencer and the content aims at interaction, whereas in individualistic and masculine cultures, the posts highlight the informational competence of the influencer and the content focuses on the endorser's self-promotion.Research limitations/implicationsThis study examined only two of the Hofstede's six cultural dimensions, limiting its scope. However, this study established a model that shows that the appeal of content posted by the influencer depends on individualism–collectivism dimension and the post symbolism is a result of the masculinity–femininity dimension. This study also identified the spectrum of appeal in messages and the role of advertising in building the influencer's narrative.Practical implicationsThe authors identified cultural traits as an important criterion of congruence when choosing a brand endorser and as an element that impacts the marketing communication strategy in a social media environment. Therefore, this study suggests that organizations consider the influencer's culture as a criterion for choosing endorsers, which will guide the digital content strategy suited to the campaign's target audience.Social implicationsThis study emphasizes the illusory effectiveness of the internet in the search for convergence, establishing that the digital environment still requires socialization that brings feelings of cultural engagement, especially through new social actors arising from virtual media. Still on the social side, this study suggests the reflection of the economic characteristics of a country together with its cultural dimensions.Originality/valueThis study fills a research gap from previous studies that provide empirical evidence on the impacts of cultural differences on social media behaviors. This research adds the impact of the influencer in this virtual environment to restructure the communication and information model, mold it according to the culture, acting as indicators of social transformation resulting from technological advances. This research still innovates by proposing a new methodological approach for semiotic analysis in digital media.

Selective avoidance as a cognitive response: examining the political use of social media and surveillance anxiety in avoidance behaviours

ABSTRACT As the 2020 United State Presidential election presented tense partisan conflicts, we sought to explore whether and how such a social and ideological fissure can lead to large-scale politically motivated avoidance behaviours. Building on prior literature, we examine how social media behaviours (i.e. expressive social media news use and political discussion with weak ties) and social psychological attitudes (i.e. surveillance anxiety) are associated with selective avoidance on social media. Further, we explore cognitive ability's direct and indirect roles in influencing avoidance behaviours. We used online panel survey data collected during the 2020 election to test our assumptions. The findings suggest that those with high levels of expressive social media news use, political discussions with weak ties, and surveillance anxiety engage in more frequent selective avoidance. On the contrary, those with high cognitive ability are less likely to engage in selective avoidance. Furthermore, moderation effects suggest that low cognitive users with greater surveillance anxiety and frequent discussions with weak ties are most accustomed to selective avoidance. Finally, we discuss the theoretical and policy implications of these findings.

Implementation of Wasathiyah Concept for Virtual Communities

<p>This study discusses how the concept of <em>wasathiyah</em> in Surah Al Baqarah 143 is applied in the digitalization era. In some ways, the changes that have occurred are not accompanied by human readiness as social media users. So various problems of religious moderation arise on social media such as shifts in religious authority, distorted understanding of religion, and abnormal behavior of social media users towards religious issues. For this reason, it is necessary to explain the concept of <em>washatiyah</em> in the Qur'an as a digital literacy guide for virtual communities in the era of <em>society </em>5.0 to shape the moderate behavior of social media users. Various previous studies have discussed religious moderation in a normative-traditional context. Therefore it is necessary to apply the <em>wastathiyah</em> which applies to virtual space in this digitalization era. This study uses library data collection, in the form of books and interpretations of verses of the Qur'an, especially surah Al Baqarah verse 143. The results of the study show that first, moderate behavior in surah Al Baqarah 143 <em>tawassuth ,bawazun</em> <em>,</em>and <em>tasamuh</em>. Second, the principle of fairness in commenting on social media must be applied. Third, moderation can be implemented by filtering information before commenting.</p>

Dynamics of social media behavior before and after SARS-CoV-2 infection.

Online social media have been both a field of research and a source of data for research since the beginning of the COVID-19 pandemic. In this study, we aimed to determine how and whether the content of tweets by Twitter users reporting SARS-CoV-2 infections changed over time. We built a regular expression to detect users reporting being infected, and we applied several Natural Language Processing methods to assess the emotions, topics, and self-reports of symptoms present in the timelines of the users. Twelve thousand one hundred and twenty-one twitter users matched the regular expression and were considered in the study. We found that the proportions of health-related, symptom-containing, and emotionally non-neutral tweets increased after users had reported their SARS-CoV-2 infection on Twitter. Our results also show that the number of weeks accounting for the increased proportion of symptoms was consistent with the duration of the symptoms in clinically confirmed COVID-19 cases. Furthermore, we observed a high temporal correlation between self-reports of SARS-CoV-2 infection and officially reported cases of the disease in the largest English-speaking countries. This study confirms that automated methods can be used to find digital users publicly sharing information about their health status on social media, and that the associated data analysis may supplement clinical assessments made in the early phases of the spread of emerging diseases. Such automated methods may prove particularly useful for newly emerging health conditions that are not rapidly captured in the traditional health systems, such as the long term sequalae of SARS-CoV-2 infections.

A Study on How the Features and Design of Social Media, Emotions and Behavior, and Advertising Affect Impulse Buying

The purpose of this study is to identify and evaluate how marketers use social media to capitalize on impulse purchases. This study focuses on the Indonesian e-commerce market to investigate how social media affects impulse buying. This study will also examine and make an effort to demonstrate the connection between the misuse of social media and how it led to impulsive choices or purchases. Data from a survey of 71 social media users in Jakarta was used to test the proposed model and hypotheses. Statistical analyses performed towards the data proved that there is a significant effect of social media emotions and behavior on impulse buying. However, social media advertisement as well as design and features do not have a positive impact on impulse buying. This is one of the few investigations to study features and design in a social media context along with emotions and behavior as well as advertising affecting impulse buying.

The Research on the Influence of Chinese Social Media little Red Book upon Chinese College Students' Cosmetic Purchasing Behavior

Nowadays, college students are trying to look more attractive and unique. Little Red Book, whose users are primarily between the ages of 18 and 35, is well-liked by the younger generation, especially college students. Little Red Book has provided many suggestions and recommended many products to help students become beautiful easier. Many students are influenced more or less by it when buying cosmetics. This paper focuses on whether the consumption behavior of contemporary college students buying cosmetics may be affected by the Little Red Book. The proposed method to solve the problem is a questionnaire survey, and the data was collected and analyzed. The results obtained in this research include influencing by group psychology and changing in consumer behavior. The research shows that basic life requirements have been solved, and college students pursue more material enjoyment. Moreover, influenced by group psychology, college students who lack social experience and the ability to identify advertisements are easily affected to purchase unnecessary cosmetics. This research can enable many skincare brands to grasp the purchase characteristics of college students from every angle. In past research, few scholars have concentrated on such a specific classification. The future direction of this research will focus more on the purchase behavior of different social media to college students and various goods.

Persisting misogyny: a gendered analysis of online harassment of Indian content creators on Instagram and its impact on mental health

As the digital medium increasingly becomes an irreplaceable part of life for people, trolling is on the rise too. The anonymity provided by the digital platform helps trolls abuse and harass an online content creator. This study attempts to study the patterns of trolling faced by online content creators in India. The analysis of trolling comments reveals deep-rooted misogyny in trolls’ minds, with women being subjected to demeaning abuses that are sexual. The study also discusses what effect trolling has on content creators’ mental health and how they negotiate with it. With social networking use spreading through the daily lives of the bulk of the world’s population, it’s becoming more critical than ever to comprehend a user’s interaction with these new-age multimedia networks and recognize the degree and sort of effect these sites can have on a user’s behavior in both personal and professional settings. The answers of the participants offer insight into various viewpoints on social media use, with a focus on the Instagram website. According to the results of this report, New Zealand females have not substantially modified their social media behavior habits, but have refined their use in a way that now supports their personal and professional lives.

PERAN CYBERVETTING DALAM PENGAMBILAN KEPUTUSAN REKRUTMEN CALON KARYAWAN

Human Resources (HR) management in a company is inseparable from the importance of managing the recruitment process in accepting new prospective employees. One of the methods used in selecting employee candidates is through a cyber-vetting process on social media. Cybervetting is checking information and data of prospective candidates as well as individual internet reputation through search engines such as Google and social media (Facebook, Twitter, Instagram, and Linkedin). Based on this background, this study aims to determine cyber-vetting on employee recruitment decision-making. This research uses the descriptive research method. Respondents in this study are people who work in the field of recruitment both as internal company recruiters and third-party recruiters in companies domiciled in South Sumatra. The instrument in this study was an online questionnaire. A total of 12 respondents from 12 companies in South Sumatra filled out the online questionnaire. The study results show that most recruiters conduct a personal assessment of their prospective employees through social media or cyber-vetting. Therefore, social media should be used as a medium that positively impacts its users and knows the importance of paying attention to digital footprints by reflecting professionalism and good social media behavior to create trust for recruiters.

Exploring users' content creation and information dissemination behavior in social media: The moderating effect of social presence

Users' personality traits reveal different social media behavior characteristics. In order to explore the intrinsic relationships between personality traits and social media behavior, this study analyzes the influence of users' personality traits on social media content creation and information dissemination behavior, as well as the moderating effect of social presence. We collect users' personality data via questionnaires, crawl social media behavior data of samples from social media sites, and then establish regression models to test the research hypotheses. The results show that extraversion has a positive impact on content creation and information dissemination behavior, conscientiousness has a negative impact on content creation behavior, openness and agreeableness have no significant impact on social media behavior, and social presence has significant moderating effects on the relationships between personality traits and social media behavior.

The Influence of Social Media Interactions and Behaviors on Depressive Symptoms Among Sexual and Gender Minority Young Adults in the United States: Protocol for a Mixed Methods Longitudinal Study.

Sexual and gender minority (SGM; ie, lesbian, gay, bisexual, transgender, and otherwise queer) young adults experience disparities in depression and other internalizing psychopathology. Although social media use is widespread and SGM people have more social media accounts and are more socially active on them than non-SGM individuals, few studies have examined the impact of social media on depression in this group. The PRIDE iM study will be the first longitudinal, mixed methods research conducted to determine the impact of social media interactions and behaviors as pathways to depressive symptoms among SGM young adults living in the United States. PRIDE iM uses a bookends variation of the longitudinal sequential mixed methods design. Participants will be recruited nationally from social media. First, between July 2019 and February 2020, we conducted a qualitative phase (T1) comprising web-based individual interviews (N=58) to inform the building and content of the quantitative survey. Second, from February 2022 to September 2022, we will conduct a series of web-based surveys (N=1000 at baseline) with 4 data points (T2-T5), each one collected every 6 to 8 weeks. Third, from October 2022 to December 2022, we will conduct a second qualitative phase (T6) of web-based interviews using outcome trajectories found in the longitudinal survey analyses to purposively sample survey participants and conduct web-based interviews to contextualize and explain survey findings. Qualitative data from T1 and T6 will be analyzed using a reflexive thematic analysis approach. As we sought to capture change over time in the association between the main predictors (ie, social media interactions and behaviors) and depressive symptoms, we propose analyzing T2 to T5 data using latent growth models with a structural equation modeling framework. Data integration at the method, interpretation, and reporting levels will be achieved through building and connecting and the use of a staged approach and joint displays, respectively. At all stages, we will assess the fit of data integration as recommended by the principles of best practice for mixed methods research in psychology. Data collection will be completed by December 2022. Qualitative data analyses will be completed by March 2023, and quantitative analyses of the primary outcome of interest will be completed by June 2023. PRIDE iM will confirm, reject, or uncover the presence of potential relationships between social media interactions and behaviors and depressive symptoms among SGM people. This study represents fundamental groundwork to develop social media-based interventions that target modifiable interactions and behaviors that are most likely to influence mental health outcomes, thus seizing the opportunity to merge the popularity of this medium among SGM people with evidence-based approaches. DERR1-10.2196/43627.

Artificial Intelligence (AI) in Advertising

Nowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi-structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05–50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.

Demystifying the Engagement Process: A BoP Perspective Toward Social Media Engagement

The presence of the bottom-of-the-pyramid (BoP) segment on social media has increased considerably over the past few years. This vulnerable segment differs in the socio-economic status with idiosyncrasies; this study explores the mechanism and factors pertinent to social media engagement among Indian BoP users. The study uses a grounded theory approach employing 26 in-depth interviews. We found that social media engagement at the BoP level comprises of both positively and negatively valenced engagement. BoP users see social media as a resource, assess its complementarity with their abilities and establish the social relevance of the social media platform. On the other hand, the security perceptions and the restrictions of the BoP users affect the engagement. The study provides interesting insights into the BoP segment’s differential social media behavior (vs. other segments) due to the vulnerability of this segment. These differences do not occur at a broader level but subtly underlying the social hierarchy and disadvantaged positions.

Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram

PurposeRelying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers.Design/methodology/approachUsing a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles.FindingsThe authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers.Originality/valueIn contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.

Identifying Chinese social media users' need for affect from their online behaviors.

The need for affect (NFA), which refers to the motivation to approach or avoid emotion-inducing situations, is a valuable indicator of mental health monitoring and intervention, as well as many other applications. Traditionally, NFA has been measured using self-reports, which is not applicable in today's online scenarios due to its shortcomings in fast, large-scale assessments. This study proposed an automatic and non-invasive method for recognizing NFA based on social media behavioral data. The NFA questionnaire scores of 934 participants and their social media data were acquired. Then we run machine learning algorithms to train predictive models, which can be used to automatically identify NFA degrees of online users. The results showed that Extreme Gradient Boosting (XGB) performed best among several algorithms. The Pearson correlation coefficients between predicted scores and NFA questionnaire scores achieved 0.25 (NFA avoidance), 0.31 (NFA approach) and 0.34 (NFA total), and the split-half reliabilities were 0.66-0.70. Our research demonstrated that adolescents' NFA can be identified based on their social media behaviors, and opened a novel way of non-intrusively perceiving users' NFA which can be used for mental health monitoring and other situations that require large-scale NFA measurements.

Cell Phone Social Media Use and Psychological Well-Being in Young Adults: Implications for Internet-Related Disorders.

Internet-related disorders are on the rise and increasing cell phone social media use may be one of the reasons for these disorders. To better understand internet-related disorders, we aim to explore the psychological and social aspects of cell phone social media behaviors. We hypothesized that, according to humanistic theories of positive functioning, cell phone social media connectedness to self (engagement, interest, pleasure, sense of enjoyment, meaningfulness, purposefulness, optimism, acceptance, and feeling accomplished) would relate positively to psychological well-being of undergraduate students. We also hypothesized that, according to Maslow's hierarchy of needs, cell phone social media connectedness to others (affiliation, feeling rewarded, being liked by others, and contributions to the well-being of others) would relate positively to the psychological well-being of undergraduate students. During the fall of 2019, 523 (75.4% female) undergraduate students from a large public university participated in this study by completing validated quantitative surveys on their cell phone use and psychological well-being. Spearman's rho and ordinal logistics were implemented to analyze the findings. Correlational data showed that cell phone social media connectedness to self and cell phone social media connectedness to others were positively associated with the psychological well-being of undergraduate students. Ordinal logistics showed higher odds of psychological well-being occurring with cell phone social media connectedness to self and cell phone social media connectedness to others. Cell phone social media connectedness to self significantly predicted psychological well-being with the medium effect, whereas cell phone social media connectedness to others was not a significant predictor of the psychological well-being of undergraduate students. An increase in cell phone social media connectedness to self and an increase in cell phone social media connectedness to others of undergraduate students helped them improve their psychological well-being. Cell phone social media connectedness to self significantly predicted but cell phone social media connectedness to others did not predict the psychological well-being of undergraduate students, which may have implications for the research pertaining to behavioral addiction and may help better understand internet-related disorders.

Social Media Use, Social Media Behavior, Cognitive Biases, and Political Awareness among Student Voters

Nowadays, it is very evident that social media has become part of our lives. Our country shifted from analogue to digital that created a wide space and open more resources for people to receive, gather, and acquire information whether it is politically related or for entertainment purposes. The abundance of online content and the new forms of distribution have enabled the quick propagation of both verified and unverified information, especially in social media. The study on social media use, social media behavior, cognitive biases, and political awareness among the one hundred student voters of Laguna State Polytechnic University, San Pablo City campus utilized a descriptive-correlational research design. The data were gathered through a survey using researcher-made questionnaires. The results implied that the participants perceived social media use, social media behavior, and cognitive biases in different ways, such as never-rarely-often while having a positive political awareness. In conclusion, there is a significant relationship between social media use of (social media networking sites and microblogging and social networking service), social media behavior, confirmation bias, and political awareness among student voters.

Više "lajkova" više penjanja - istraživanje namere penjača da koriste društvene medije za samopromovisanje

Building on Ajzen's (1991; 2013) Theory of Planned Behavior (TPB), this study aimed to investigate the predictors of social media use among climbers globally. It focused on factors such as attitude, subjective norm, and intention, examining their impact on climbers' self-promotion across various social media platforms. The research encompassed activities spanning from natural environments to competitive sports climbing, emphasizing the evolving role of social media in these contexts. Employing a correlational research design, the study explored how TPB variables influence climbers' engagement with social media for self-promotion within the climbing community. A sample of 142 climbers from 21 countries participated in an online survey, selected through purposeful and convenient sampling methods. All respondents confirmed their use of social media platforms for self-promotion, with Instagram emerging as the primary platform of choice. This research contributes to understanding the intersection of psychological factors and social media behavior among climbers, shedding light on how attitudes, social norms, and intentions shape online self presentation in adventure sports. By examining these dynamics, the study provides insights into what drives climbers' digital interactions and their implications for broader trends in sports communication and community engagement. Moreover, this study found that female climbers have a higher intention to use social media for self-promotion compared to male climbers.

Social Media Use Motives: An Influential Factor in User Behavior and User Health Profiles

Social media use is an increasingly popular behavior and has been differentially correlated with both positive and negative user characteristics and health indicators. However, the current literature has yet to fully explore the role of social media user motivations in the relationship between social media use, user characteristics, and user health. Aiming to address this gap, the current cross-sectional study examined data gathered from 1,547 online undergraduate students who completed an online survey regarding their social media motives (entertainment, information seeking, personal utility, convenience), user demographics, behavior, and health indicators (behavioral, mental, physical, social). Results demonstrated unique differences in social media motives according to social media platform, as well as user demographic characteristics, electronic media use, and health indicators, especially for the entertainment motive. Although the entertainment motive was not significantly different between women and men, t(1545) = 1.78, p = .07, d = 0.10, it was notably different across class level, F(4, 1542) = 8.03, p < .001, η2 = .03, and relationship status, F(4, 1542) = 15.63, p < .001, η2 = .04, and it was the motive most strongly related to user behavior and health indicators. Additionally, entertainment motivation was moderately correlated with problematic smartphone use (r = .45, p < .001) and had a stronger correlation with study variables than any other social media motive. These findings suggest that motives, especially entertainment, are important for understanding social media use in user interface, behavior, and health.

Nomophobia – how smartphone addiction can affect social media behaviour and implemented communication strategy

The scientific contribution addresses the issue of addiction to smartphones and examines how modern technologies change the possibilities and forms of interpersonal communication and behaviour. The main aim of the scientific contribution is to identify the ways in which rapidly developing technological devices, especially smartphones, transform mutual interactions and communication methods of their users in the digital era. Special attention is paid to the role of mobile devices in everyday life, considering their versatility, portability, and ability to integrate with other digital platforms. The focus of the contribution is the second chapter dedicated to the phenomenon of technological interference, which is also associated to the concept of nomophobia, denoting a state of psychological dependence or irrational fear of being separated from a mobile device. The term nomophobia is a defined set of symptoms and manifestations characterized by an excessive and often uncontrolled urge to be constantly connected to a mobile phone, accompanied by anxiety or panic in the event of its loss, unavailability, or discharged battery, which can result in the deterioration of social relationships and a negative impact on the psychological health of individuals, especially the Generation Alpha. In conclusion, the authors appeal to the importance of digital resilience and the necessity of a balanced approach to the use of digital technologies, emphasizing the importance of media literacy and the development of effective strategies to minimize the negative consequences of digital media. The aim of the scientific contribution is to provide a more comprehensive view of the dynamics of the relationship between information and communication technologies and innovations, which unequivocally includes smartphones, and their social implications, and thereby contribute to understanding and solving the issue of technologically determined metamorphoses in the social behaviour and communication of their users.

친구 끊기(Unfriending) vs. 맞대응(Counteract) : 소셜미디어에서의 이견 회피와 이견에 대한 비판적 관여 행위에 영향을 미치는 요인에 관한 연구

소셜미디어에서 자신과 견해가 다른 의견을 접했을 경우, 이용자들은 ‘차단하기’, ‘친구 끊기’ 등을 통해 이를 회피하기도 하고 보다 적극적으로 불편한 감정을 드러내며 ‘싫어요’를 누르거나 비난하는 댓글을 쓰는 방식으로 맞대응하기도 한다. 본 연구는 이러한 행위를 각각 이견 회피 행위와 이견에 대한 비판적 관여 행위로 정의하고 어떤 요인이 이와 같은 행위에 영향을 미치는지 탐색했다. 이를 위하여 한국언론진흥재단에서 실시한 ‘2021년 소셜미디어 이용자 조사’ 데이터의 페이스북 이용자(N = 1540)와 트위터 이용자(N = 530)를 분석 대상으로 응답자의 인구통계학적 특성과 소셜미디어 이용 특성 및 소셜미디어 이용자의 개인적 동기 특성 변인이 이견 회피와 이견에 대한 비판적 관여 행위에 어떠한 영향을 미치는지 살펴보았다. 분석 결과, 성별, 연령, 교육 수준, 소득 수준 등 인구통계학적 변인은 이견 회피에 통계적으로 유의미한 영향을 미치지 않지만, 성별과 연령의 경우 이견에 대한 비판적 관여 행위에 통계적으로 유의미한 영향력이 확인되었다. 또한, 소셜미디어 이용 특성 중에 이용량, 친구 수, 소셜미디어에서만 아는 친 구의 비율, 혐오 표현 접촉량은 이견 회피에 정(+)적인 영향을 미치는 것으로 나타났으며 이용량, 소셜미디어에서만 아는 친구의 비율, 혐오 표현 접촉량은 이견에 대한 비판적 관여 행위에도 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 마지막으로 소셜미디어 이용자 개인적 동기 특성인 평판 관리는 이견 회피에 영향을 미칠 뿐 아니라 이견에 대한 비판적 관여 행위에도 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 이처럼 본 연구는 다차원적으로 소셜미디어에서의 이견 회피 및 이견에 대한 비판적 관여 행위에 영향을 미치는 요인을 탐색하였으며, 이를 통해 기존 이견 회피 및 이견에 대한 비판적 관여 행위 연구를 확장시켰다.