Date of Award
8-2024
Document Type
Campus Access Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Business Administration
First Advisor
Jong Woo Kim
Second Advisor
Shan Jiang
Third Advisor
Josephine Namayanja
Abstract
Social media platforms have become hubs for interaction and information exchange, yet they also contain increasing volumes of harmful content, including hate-filled posts. This dissertation investigates the complex dynamics influencing resharing behavior on social media in the context of racism. The first chapter of the study extends the sympathy and empathy to attitude model to analyze resharing behaviors of hate-filled content. By integrating heuristic cues, sympathy, and empathy processes, the research identifies their impact on users' resharing behavior. The second chapter expands behavior theories by incorporating intrinsic and extrinsic motivations that drive the resharing of content related to social causes. This research identifies resharing as a nuanced behavior influenced by norms, responsibilities, and a complex interplay of motivations. These two studies offer theoretical insights and practical implications for understanding and managing resharing behaviors on social media.
Recommended Citation
Kim, Yoongi, "Unveiling Factors Impacting Social Media Reshare in Racism Discourse" (2024). Graduate Doctoral Dissertations. 988.
https://scholarworks.umb.edu/doctoral_dissertations/988
Comments
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