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Differential Effects of Content-Oriented Versus User-Oriented Social Media on Risk Perceptions and Behavioral Intentions

Sun, May 27, 8:00 to 9:15, Hilton Prague, Floor: LL, Vienna

Abstract

Despite the increasing importance of social media in risk and crisis situations, little is known about which types of social media are more influential in predicting risk perceptions and behaviors. This study examines the distinct roles of different social media platforms in predicting risk perception, as well as the underlying mechanism by which social media exposure leads to greater levels of risk-preventive behavioral intentions. Analyzing survey data from 688 adults from the general population of South Korea in the context of carcinogenic hazards, we found that content-oriented social media exposure influenced both personal-level and societal-level risk perceptions. In addition, content-oriented social media exposure influenced behavioral intentions indirectly through risk perceptions. However, user-oriented social media exposure had no impact on risk perceptions nor on behavioral intentions, either directly or indirectly through risk perceptions.

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