Curbing the Effects of Cyberbullying: How Celebrity Gender and Attractiveness Affect Evaluations and Behavioral Intentions of Anticyberbullying Facebook Posts

• In Event: Negative Socioemotional Performances in Social Media

Abstract

The prevalence and prevention of bullying and cyberbullying on college campuses has been overlooked. The current study uses a 2 (celebrity gender: female vs. male) x 2 (attractiveness level: low vs. high) x 9 (message repetition) mixed factorial experiment to investigate the effectiveness of celebrity Facebook posts against cyberbullying. Participants (N = 313) read anti-cyberbullying Facebook posts and rated the posts and their viral, civic, and bystander behavioral intentions. Results showed that participants’ evaluations and behavioral intentions were highest when the Facebook status updates were posted by female celebrities who were high on attractiveness, while posts by male celebrities were more effective when they had low levels of attractiveness. The study also tested a moderated mediation model showing that effects of celebrity gender and attractiveness on bystander behavioral intentions were mediated through viral and civic behavioral intentions. Theoretical and practical implications are discussed.

Authors

• Saleem Elias Alhabash, Michigan State U

• Tegan Marie Smischney, Michigan State U

• Karen Smreker, Michigan State University

• Rachel Young, U of Iowa

• Thomas J. Holt, Michigan State U