Online identities and social influence in social media gambling exposure : A four-country study on young people

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Sirola , A , Kaakinen , M , Savolainen , I , Paek , H-J , Zych , I & Oksanen , A 2021 , ' Online identities and social influence in social media gambling exposure : A four-country study on young people ' , Telematics and Informatics , vol. 60 , 101582 . https://doi.org/10.1016/j.tele.2021.101582

Title: Online identities and social influence in social media gambling exposure : A four-country study on young people
Author: Sirola, Anu; Kaakinen, Markus; Savolainen, Iina; Paek, Hye-Jin; Zych, Izabela; Oksanen, Atte
Contributor: University of Helsinki, Institute of Criminology and Legal Policy
Date: 2021-07
Language: eng
Number of pages: 15
Belongs to series: Telematics and Informatics
ISSN: 0736-5853
URI: http://hdl.handle.net/10138/332502
Abstract: Social media tends to gather users around social cliques consisting of similar-minded individuals and shared identities. These online group processes can have significant influence on user behavior, which is alarming when considering risky behaviors such as gambling. This study examined how online clique involvement predicts young people's interest in gambling content and following observed group norms on social media. Survey respondents were 15-25-year-olds from Finland (n = 1200), the United States (n = 1212), South Korea (n = 1192) and Spain (n = 1212). A self-reported measure of online clique involvement and a gambling-related social media vignette experiment were utilized. The results show that online clique involvement was related to higher interest in gambling content. Content liked by a majority gathered more interest, indicating conformity to a group norm. This finding was especially true among participants with past involvement in online cliques, and the association was strongest in South Korea. The tendency to participate in online clique behavior creates a potentially risky setting when encountering online gambling content, because it may accentuate the effect of observed group norms. Interacting with gambling content increases the visibility of such content due to algorithmic filtering technologies, which can fuel gambling-related intentions and behaviors, and normalize gambling.
Subject: Social media
Online cliques
Young people
Group processes
Gambling
PEER INFLUENCE
DECISION-MAKING
SELF-DISCLOSURE
RISK
NEWS
ADVERTISEMENTS
INDIVIDUALISM
ADOLESCENCE
PREVALENCE
ATTITUDES
113 Computer and information sciences
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