Influence of trolling on social media participation: An empirical investigation

P Bharati, C Lee, R Syed - Academy of Management Proceedings, 2019 - journals.aom.org
Academy of Management Proceedings, 2019journals.aom.org
Social media platforms have become a breeding ground for trolls to post negative or
offensive material. Troll behavior that disrupts online discourse can mislead or influence
users to stay away from a social movement. Current research has focused on the technical
aspects of identifying trolls and their characteristics. Despite the importance, few studies
have been conducted regarding the trolls' influence on social movement participation. This
study examines the impact of trolling behavior on individuals' online participation during a …
Social media platforms have become a breeding ground for trolls to post negative or offensive material. Troll behavior that disrupts online discourse can mislead or influence users to stay away from a social movement. Current research has focused on the technical aspects of identifying trolls and their characteristics. Despite the importance, few studies have been conducted regarding the trolls’ influence on social movement participation. This study examines the impact of trolling behavior on individuals’ online participation during a social movement in a democratic context. We collected 217,582 tweets on Twitter on the Stand with Jawaharlal Nehru University (JNU) movement. We conducted an in-depth qualitative analysis of tweets to identify the troll tweets and their impact on social movement participation. Our research model integrates social dominance and social movement theories with troll behavior research to identify and understand the constraining forces, including polarization, disgust, and mockery, which affects social media participation. The findings could help social media organizers to counteract trolls. Further, the insights could help social media platforms define policies for preventing trolling behavior.
Academy of Management
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