A mixed methods approach to the posting of benevolent comments online |
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| Institution: | 1. CJ Olive Networks, Seoul, Republic of Korea;2. Graduate School of Information, Yonsei University, 50 Yonsei-Ro, Seodaemun-Gu, Seoul 120-749, Republic of Korea;3. School of Business Administration, Ulsan National Institute of Science and Technology (UNIST), 50 UNIST-gil, Ulsan 44919, Republic of Korea;1. Department of Teaching of Musical, Visual and Corporal Expression, University of Valencia, Avda. dels Tarongers, 4, 46022 Valencia, Spain;2. AFIPS Research Group, University of Valencia, Valencia, Spain;3. Department of Nursing, University of Valencia, Jaume Roig, s/n, 46010 Valencia, Spain;4. Department of Physical Education and Sport Sciences, Faculty of Education and Health Sciences, University of Limerick, Limerick, Ireland;5. Institute for Health and Sport (IHES), Victoria University, Footscray Park, Melbourne, VIC 8001, Australia;6. School of Surveying, University of Otago, PO Box 56, Dunedin 9054, New Zealand;7. Active Living Laboratory, School of Physical Education, Sport and Exercise Sciences, University of Otago, PO Box 56, Dunedin 9054, New Zealand;1. Faculty of Management, University of Haifa, Mount Carmel, 3498838 Haifa, Israel;2. Department of Human Resource Studies, Tilburg University, Tilburg 5000 LE, The Netherlands;1. State University of New York, New Paltz, United States;2. The City College of New York, City University of New York, United States |
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| Abstract: | Cyberbullying by way of malicious online comments has been identified as a critical social issue. As a way to combat cyberbullying, it is important to promote the posting of benevolent comments, especially in response to malicious comments. In this study, we adopted a mixed methods approach in using social exchange theory to explore what motivates people to post benevolent comments online. We first adopted a qualitative study to explore the decision factors involved. These were then used as the basis for development of a theoretical research model to undertake a quantitative study. The results explain how people decide to post benevolent comments online. The study makes a strong theoretical contribution in demonstrating the decision factors underlying the posting of benevolent comments. It also has practical implications by providing guidance on how to combat cyberbullying through promoting the posting of benevolent online comments. |
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| Keywords: | Online comments Cyberbullying Malicious comments Benevolent comments Social exchange theory Mixed methods |
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