Network Awareness and Understanding of Other-Based Reciprocity: Examination of Perceived Inequity Online

• In Event: Negative Socioemotional Performances in Social Media

Abstract

Equity theory suggests individuals look to their peers to determine fair treatment in their relationships and distress occurs upon experience of inequitable treatment. Interestingly, social-networking sites (SNSs) provide platforms in which users can view exchanges between their network and engage in social comparison. This study examines the resulting anger from perceived under-rewarded exchanges between Facebook users and their close friends, as well as traits that affect this outcome. Results from an online experiment (N = 95) found a moderated mediation model in which network awareness—a novel measure of attention paid to one’s social environment—mediated the relationship between intensity of Facebook use and anger, and understanding of other-based reciprocity (knowing the reciprocity beliefs of one’s network) moderated the direct effect of Facebook use intensity on anger and their indirect effect via network awareness.

Authors

• Jessica M. Covert, University at Buffalo

• Jian Rui, Texas Tech University

• Michael A. Stefanone, U at Buffalo