Effects of secondary sources on impression of primary and secondary sources in Twitter

Authors
Kok Shi Ying, Yee Kai Wei, Ng Jia Ming

Supervisors
Assoc Prof Benjamin Hill Detenber & Asst Prof Christopher Cummings

Year
2016

Abstract
Spontaneous Trait Transference (STT) occurs when communicators are perceived as possessing the traits they describe in others. With an increasing use of social media, taking a closer look at impression formation processes in an online context becomes paramount. As functions on social media allow more sources to be associated with a message, it is vital to look at the secondary source in STT on social media and its implications on image management.

This study looks at the effects of the presence of a secondary source on STT. A 2 (trait: with vs. without) x 2 (secondary source: with vs. without) experiment was conducted. A total of 136 participants, aged 18 to 40, took part in an experiment where they rated their impressions of primary and secondary sources after reading stimuli presented in the form of a Twitter feed. The stimuli contained non trait-implying behaviour descriptions as well as trait-implying descriptions, the latter of which containing tweets that express intelligence, politeness, impatience, and laziness.

Results showed that STT is weakened in the presence of a secondary source, and that STT to the secondary source is weaker than STT to the primary source. In addition, perceived salience measures also indicated that the primary source was more salient than the secondary source, bringing new insight to our understanding of the phenomenon.

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http://hdl.handle.net/10356/66853

Picture this! Social influence in a visually identified YouTube environment

Authors
Looi Jie Min, Leong Xue Li Alisius Deon, Abigail Chua Wen Qi, Gan Zheing Weii Damian

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study examines how group effects of user-generated comments influence user evaluations and attitudes towards YouTube videos and their subject matter. Two main theoretical frameworks were applied in this study: the Social Identity Approach (SIA) and Social Identification/Deindividuation (SIDE) model.

This study provides an update to the earlier research conducted by Walther, DeAndrea, Kim and Anthony (2010), through addressing changes in the YouTube’s interface which now includes visually identifiable users. The study also extends Walther, DeAndrea et al.’s (2010) research by applying the SIA as an alternative way of studying social influence on YouTube platforms.

A 2 x 2 x 2 between-subjects factorial design was used in this experiment which was conducted amongst Singaporean university undergraduates (N = 317). Using a YouTube mock-up page, the research examined the interaction between a controversial video about foreign-born sporting talents (FBST) in Singapore and the accompanying user comments from ingroup (Singaporeans) and outgroup (foreigners) members.

Even though the manipulation of outgroup categorization did not work as planned, it demonstrated that user-generated comments can affect user’s evaluation of the video and attitudes towards the subject matter. Clear evidence of social identification mediating social influence within social groups was observed. Findings suggest that social identification could occur even with visual information of commenters, contrary to SIDE’s theoretical predictions.

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http://hdl.handle.net/10356/66874

Every man for himself: examining the effects of self-interest on persuasion

Authors
Ng Xin Hui, Vanessa Kong Wei Yi, Chow Li Ying, Tay Matthias

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
The study seeks to examine the impact of message source and content on audiences receiving messages that advocate or oppose workplace protection laws. Drawing on source credibility theory, this study compares levels of perceived self-interest and persuasiveness between heterosexual and homosexual advocates.

To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2×2 between-subjects factorial study was used to test for the influence of sexual orientation and position advocated on attitudes toward message source and content.

Conducted over the span of two weeks, 211 respondents from Nanyang Technological University participated in the study. Results concluded that sexual orientation of the message source plays a critical role in persuading audiences into buying an advocacy message, with consideration given to the source’s perceived self-interest and position advocated within the message.

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http://hdl.handle.net/10356/66864

The effects of message threat and victim vulnerability on virtual bystander intervention

Authors
Tan Jing Ting, Keng Jun Wei Daniel

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study explores the effect of message threat and victim vulnerability on virtual bystander intervention using the Social Impact Theory (Latané, 1981) as a theoretical framework. In order to understand if and how a virtual bystander would intervene when witnessing an act of cyberbullying, this study used a 2 (message threat) x 2 (victim vulnerability) x 2 (victim-aggressor pair gender) between-subject experiment involving 88 undergraduates from a university in Singapore.

Participants took part in an online discussion with two confederates and their responses were analysed for bystander intervention and other types of bystander behaviour. The findings revealed that while there was no significant main effect between message threat and virtual bystander intervention, higher victim vulnerability would lead to higher instances of virtual bystander intervention.

High levels of vulnerability result in more bystander intervention, task reorientation initiation and explicit request for cessation of arguments. Message threat and victim vulnerability also significantly interacted such that the likelihood of explicit requests for cessation of argument was greatest when both threat and vulnerability were high. When threat was high and the aggressor was male, more explicit requests for cessation occurred, and when vulnerability was high and the victim was female, more task reorientation initiation was observed.

Results indicate that the Social Impact Theory may not hold true in online contexts where the bystander is highly involved in interacting with both the victim and aggressor.

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http://hdl.handle.net/10356/66884

Effects of secondary risk on threat appraisal of dengue fever as a primary risk

Authors
Heng Sihui, Samantha Tan Li Ling, Lim Hui Ying Maybellina, Lorraine Tan Si Jin

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study aims to explore the effects of secondary risk, present with the adoption of a vaccine, on the appraisal of the primary risk of dengue fever. Using the Protection Motivation Theory as a guiding framework, this study also explores the effects of secondary risk on vaccine intention.

A total of 267 undergraduate and graduate students, aged between 19 to 29, took part in this experiment. We presented participants with two mock online newspaper articles; one on dengue fever and the other on its vaccine. The article on the vaccine contained different information on the vaccine effectiveness, likelihood of vaccine side effects, and vaccine production method.

Results showed that secondary risk in the form of likelihood of side effects has a significant influence on participants’ vaccine intention, F(1, 257) = 4.14, p = .04, η2 = .02. Likelihood of side effects also interacted with vaccine effectiveness to influence participants’ perceived vulnerability to dengue fever, F(1, 258) = 4.32, p = .04, η2 = .02. Vaccine production method was found to have no effect on intention and threat appraisal of dengue fever.

These results add theoretical implications by suggesting a possible extension to the existing Protection Motivation Theory, and practical implications in the way governments and health authorities can craft health messages.

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http://hdl.handle.net/10356/66877