Inferring Norms From Numbers: Effects of Virality Metrics on Message Sharing and Behavior Intentions

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Poster Session: Health Communication Interactive Poster Session

Abstract

Previous research has identified the effects of virality metrics on evaluation of online information, however, there have been few studies on its effects on influencing health behaviors associated with social stigma. We tested the effects of virality metrics on a HIV prevention video. We hypothesized that virality metrics will (1) increase intention to share the video online and (2) increase perceived injunctive norm and descriptive norm toward both condom use and HIV testing, which then lead to higher levels of intentions to use condoms and take HIV testing. We conducted an online experiment with a total of 621 participants. Preliminary findings show virality metrics did not influence intention to share the video, but having any virality metrics regardless of the magnitude actually decreased injunctive norms regarding both condom use and HIV testing and decreased intention to use condoms. Future campaigns or interventions should reconsider using virality metrics alongside persuasive messages.

Authors

• Christopher Calabrese, UC Davis

• Jingwen Zhang, University of California, Davis