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Susceptibility to social influence predicts behavior on Facebook.

ABSTRACT: Susceptibility to social influence (SSI) has been reported as a key factor for social influence in online social networks (OSNs) such as Facebook, Instagram, and Twitter. In four online studies, we show that the personality trait of SSI, namely the susceptibility to normative influence (SNI), predicts the extent to which Facebook users comply with the behavior of others on Facebook (e.g., buying, voting, or visiting what other OSN users post). In Studies 1a and 1b, we find that SSI correlates with diverse OSN behaviors, which are the typical results of being affected by social influence. In Study 1b, we find that the perceived importance of the topic of OSN behaviors (e.g., fashion or politics) moderates the effect of SNI on OSN behavior, with a higher importance resulting in a stronger effect of SNI on OSN behavior. In Studies 2 and 3, we find that SNI predicts the extent Facebook users hypothetically "like" diverse topics on Facebook. We also find partial support for the idea that there are interactions between SNI and the Big Five personality traits (i.e., openness, conscientiousness, extraversion, agreeableness, and neuroticism) on OSN behavior. Specifically, the extent to which the Big Five personality traits of openness, agreeableness, and neuroticism predict OSN behavior depends on Facebook users' SNI. Our studies contribute to research on the personality-based prediction of OSN behavior and help in better understanding the dynamics of social influence in OSNs, underlining the vulnerability of susceptible OSN users.

SUBMITTER: Stockli S

PROVIDER: S-EPMC7053739 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Susceptibility to social influence predicts behavior on Facebook.

Stöckli Sabrina S Hofer Doris D

PloS one 20200303 3

Susceptibility to social influence (SSI) has been reported as a key factor for social influence in online social networks (OSNs) such as Facebook, Instagram, and Twitter. In four online studies, we show that the personality trait of SSI, namely the susceptibility to normative influence (SNI), predicts the extent to which Facebook users comply with the behavior of others on Facebook (e.g., buying, voting, or visiting what other OSN users post). In Studies 1a and 1b, we find that SSI correlates wi ...[more]

PMID: 32126088

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Project description:Most primate species are highly social. Yet, within species, pronounced individual differences in social functioning are evident. In humans, the Social Responsiveness Scale (SRS) measures variation in social functioning. The SRS provides a quantitative measure of social functioning in natural social settings and can be used as a screening tool for autistic traits. The SRS was previously adapted for use in chimpanzees and recently refined for rhesus macaques, resulting in the macaque Social Responsiveness Scale-Revised (mSRS-R). Here, we performed an exploratory factor analysis on the mSRS-R in a large sample of male rhesus macaques (N = 233). We investigated the relationships of the resulting mSRS-R factors to quantitative social behavior (alone, proximity, contact, groom, and play) and to previously-established personality dimensions (Sociability, Confidence, Irritability, and Equability). Factor analysis yielded three mSRS-R factors: Poor Social Motivation, Poor Social Attractiveness, and Inappropriate Behavior. mSRS-R factors mapped closely to social behavior and personality dimensions in rhesus macaques, providing support for this instrument's convergent and discriminant validity. Animals with higher Poor Social Motivation were more likely to be observed alone and less likely to be observed in contact and grooming with conspecifics. Animals with higher Poor Social Attractiveness were less likely to be observed playing but more likely to be observed grooming with conspecifics. Inappropriate Behavior did not predict any behavioral measure. Finally, animals with higher Poor Social Motivation and higher Poor Social Attractiveness had less sociable personalities, whereas animals with more Inappropriate Behavior were more confident and more irritable. These findings suggest that the mSRS-R is a promising, psychometrically robust tool that can be deployed to better understand the psychological factors contributing to individual differences in macaque social functioning and, with relevant species-specific modification, the SRS may hold promise for investigating variation in social functioning across diverse primate taxa.

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Susceptibility to social influence predicts behavior on Facebook.

Publications

Susceptibility to social influence predicts behavior on Facebook.

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