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Interpersonal Goal Contagion Through Social Media Posts.

Stephanie J Tobin1, Jennifer Crocker2, Tao Jiang3

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Summary
This summary is machine-generated.

Social media posts can spread interpersonal goals. Users adopt compassionate or self-image goals from content, influencing their own sharing intentions online.

Keywords:
goal contagioninterpersonal goalssocial media

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Area of Science:

  • Social Psychology
  • Media Psychology
  • Human-Computer Interaction

Background:

  • Interpersonal goals significantly influence social behavior and online interactions.
  • Social media platforms facilitate rapid information and norm dissemination.
  • Understanding goal contagion is crucial for analyzing social media's impact on users.

Purpose of the Study:

  • To investigate the contagion of interpersonal goals via mock social media content.
  • To examine how self-image and compassionate goals are inferred and adopted.
  • To explore the role of social media in transmitting these goals.

Main Methods:

  • Two pilot studies developed mock Facebook posts with varying self-image and compassionate goals.
  • A main experiment involved 775 participants randomly assigned to view one of four posts.
  • Measures assessed prosocial/self-promoting intentions and inferred goals post-exposure.

Main Results:

  • Participants inferred goals present in the social media content, especially when competing goals were absent.
  • Inferred compassionate goals predicted increased prosocial sharing intentions.
  • Inferred self-image goals predicted increased self-promoting sharing intentions.

Conclusions:

  • Interpersonal goal contagion is demonstrable through social media interactions.
  • Social media content can shape users' inferred goals and subsequent online behaviors.
  • This research highlights novel mechanisms of social media's influence on user psychology.