Publications
Presentations
Project Summary
Social media are designed to allow every Internet user to select, evaluate, and contribute information both independently and in collaboration with online collectives. However, in a saturated environment where information overload becomes a routine rather than an exception, it is unclear what factors drive people to filter information and share it with others. Although past research has identified a positive association between certain message features, such as emotional valence and novelty with recipients’ subsequent sharing behaviors, research examining the effects of social features accompanying an online message, such as positive or negative comments posted on YouTube videos and aggregated view counts of the videos has been sparse. Especially for stigmatized topics, we know little about whether social features still influence subsequent sharing behaviors. This project aims to test whether source similarity and virality metrics influence people's decisions to share a HIV-prevention video and whether such features also influence HIV-prevention related message evaluations, normative perceptions, and behavioral intentions.
Methodology
We employ online experiments to test the influences of source similarity and virality metrics on subsequent message evaluations, normative perceptions, and behavioral intentions.
Related Resources
Lee-Won, R.J., et al., More Than Numbers: Effects of Social Media Virality Metrics on Intention to Help Unknown Others in the Context of Bone Marrow Donation. Cyberpsychol Behav Soc Netw, 2016. 19(6): p. 404-11.
Funding
Institute for Social Sciences Junior Faculty Research Grant: $4,000
11/2016 - 06/2018
University of California, Davis
- Calabrese, C., & Zhang, J. (2019). Inferring Norms from Numbers: Boomerang Effects of Online Virality Metrics on Normative Perceptions and Behavioral Intention. Telematics and Informatics, 45, 101279. doi:https://doi.org/10.1016/j.tele.2019
Presentations
- Calabrese, C., & Zhang, J. (2020). Leveraging Online Shares for HIV Prevention: Effects of Social Media Virality Metrics on Message Evaluation, Perceived Risk, and HIV Testing Intention. Health Communication Division. Paper presented at the 70th Annual Conference of the International Communication Association. Virtual Conference.
- Calabrese, C., & Zhang, J. (2019). Effects of Online Virality Metrics on Enhancing the Efficacy of an HIV Prevention Campaign Message among Young Adults. Public Health Education and Health Promotion Section. Poster presented at the American Public Health Association’s 2019 Annual Meeting and Expo. Philadelphia, PA. November 2-6, 2019.
- Calabrese, C., & Zhang, J. (2019). How Do Online Virality Metrics Influence Behavioral Intention? Understanding the Persuasive Mechanisms through Message Evaluation and Normative Perceptions. Information Systems Division. Paper presented at the 69th Annual Conference of the International Communication Association. Washington D.C., May 24-28, 2019.
- Calabrese, C., & Zhang, J. (2018). Inferring Norms from Numbers: Effects of Virality Metrics on Message Sharing and Behavior Intentions. Health Communication Division. Poster presented at the 68th Annual Conference of the International Communication Association. Prague, Czech Republic, May 24-28, 2018.
Project Summary
Social media are designed to allow every Internet user to select, evaluate, and contribute information both independently and in collaboration with online collectives. However, in a saturated environment where information overload becomes a routine rather than an exception, it is unclear what factors drive people to filter information and share it with others. Although past research has identified a positive association between certain message features, such as emotional valence and novelty with recipients’ subsequent sharing behaviors, research examining the effects of social features accompanying an online message, such as positive or negative comments posted on YouTube videos and aggregated view counts of the videos has been sparse. Especially for stigmatized topics, we know little about whether social features still influence subsequent sharing behaviors. This project aims to test whether source similarity and virality metrics influence people's decisions to share a HIV-prevention video and whether such features also influence HIV-prevention related message evaluations, normative perceptions, and behavioral intentions.
Methodology
We employ online experiments to test the influences of source similarity and virality metrics on subsequent message evaluations, normative perceptions, and behavioral intentions.
Related Resources
Lee-Won, R.J., et al., More Than Numbers: Effects of Social Media Virality Metrics on Intention to Help Unknown Others in the Context of Bone Marrow Donation. Cyberpsychol Behav Soc Netw, 2016. 19(6): p. 404-11.
Funding
Institute for Social Sciences Junior Faculty Research Grant: $4,000
11/2016 - 06/2018
University of California, Davis