Both positive and negative impacts of specific social media channels have been identified, but their cumulative impacts across media and across cultures have not been examined. A connection overload path model was developed from data gathered in Ireland, the United States, and Korea. The magnitude of connection demands reduced negative affect, while connection habits reduced negative outcomes and negative affect. Difficulties controlling connection habits were related to negative impacts on important life activities, stress, and affect. Cultural differences were interpreted through the individualism-collectivism framework. Collectivists may be buffered from mechanisms that can adversely impact psychological well-being.

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This study simultaneously explored direct, indirect, and joint effects of types of norm messages, guilt, and culture on smokers' behavioral intentions in the anti-secondhand smoking context. An online study among 310 smoking students in an individualistic (United States) and a collectivistic (Korea) country indicated that (1) norm messages had no conditional indirect effects on behavioral intention, (2) guilt arousal had a strong and direct impact on behavioral intention, and (3) guilt arousal and its impact on behavioral intention were stronger among Korean smokers than among US smokers.

Objective: To examine how norm appeals and guilt influence smokers’ behavioural intention. Design: Quasi-experimental design. Setting: South Korea. Method: Two hundred and fifty-five male smokers were randomly assigned to descriptive, injunctive, or subjective anti-smoking norm messages. After they viewed the norm messages, their norm perceptions, guilt and behavioural intention were measured. Results: The study revealed several findings: (1) injunctive norm perceptions significantly affected behavioural intention; (2) descriptive norm perceptions had a non-significant impact; (3) subjective norm perceptions had an unexpected impact on behavioural intention; (4) guilt arousal strongly and directly affected behavioural intention in all three conditions; and (5) guilt arousal did not mediate the relationship between norm perceptions and guilt. Conclusion: Injunctive norms messages that smoking in the presence of others is an unacceptable behaviour in society could persuade smokers to alter their behaviours. In addition, our study suggests substantial potentials of guilt in smokers’ behaviour change.

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