Telling stories about breastfeeding through Facebook: The impact of user-generated content (UGC) on pro-breastfeeding attitudes

Jin, Seung‐A Annie; Phua, Joe; Lee, Kwan Min

doi:10.1016/j.chb.2014.12.046

Cited by 64 publications

(60 citation statements)

References 82 publications

(92 reference statements)

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“…Similar studies have found evidence for an effect of online social proof by means of Facebook comments in different contexts, varying from breastfeeding attitudes (Jin et al, 2015), to marihuana legalization (Winter et al, 2015), and brand engagement and sales (Kim and Johnson, 2016). Furthermore, the empirical evidence for the effect of (online) social proof is not restricted to Facebook.…”

Section: Theory Online Social Proof: Comments Narratives and Other mentioning

confidence: 72%

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

2018

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Social media created a new information environment (e.g., Rutsaert et al., 2013b). Among social media channels, Facebook is the most popular one (Cheung et al., 2011). Using Facebook people can exchange information rapidly with others. Consumers can post a statement or message on Facebook (a post), respond to these posts (the comments), and indicate that they agree with the post and/or comment by using the "thumb up" symbol (the likes). Both comments and likes are cues of social proof, e.g., the viewpoints of others. We investigated how social proof in an online environment impacts reactions toward organic foods in two experimental studies. In study 1, using a representative sample of Dutch internet users (n = 124), we manipulated comment valence (positive vs. negative) and reinforcement (number of likes: high vs. low) on a fictitious Facebook page that included four comments. Consumers' perceptions, feelings, and behavior, such as risk perception, emotions and intended purchasing behavior, were measured. Comment evaluation was used as a moderator. In study 2 (n = 88) a full Facebook page, with mixed valence statements, was shown; either the positive or negative statements were reinforced by likes. Results of study 1 showed that the way respondents evaluated the comments in terms of usefulness affected benefit perception and the motivation to find information. Moreover, the interaction between valence and comment evaluation was significant for all dependent variables. That is, the predicted effect of social proof only occurred when the comments were perceived as useful. The number of likes did not have an effect. Results of study 2 where participants watched a full Facebook page with mixed valence comments, showed that the number of likes had an effect on consumers' reactions, specifically on negative emotions and willingness to pay. This research provides new insights in the effects of explicit as well as implicit online social proof on attitudes toward a positively evaluated topic, namely organic food.

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Section: Theory Online Social Proof: Comments Narratives and Other mentioning

confidence: 72%

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

2018

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“…The exponential growth of user generated content (UGC) embedded within SNS elicits a need for a further understanding of communication dynamics involved in these online forums [13]. Although numerous studies have provided a foundation for evidence of SNSs as community building and even stated the use of groups on Facebook as pathway for community interaction [11], there is a lack of knowledge in the scientific community about how breastfeeding mothers influence other mothers online and how these influences impact mother and infant health outcomes.…”

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confidence: 99%

Exploring Social Media Group Use Among Breastfeeding Mothers: Qualitative Analysis (Preprint)

Skelton¹,

Evans²,

LaChenaye³

et al. 2018

Preprint

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“…the number of likes, did have an effect on individuals' reactions (e.g. Jin et al, 2015) regarding organic food.…”

Section: Discussionmentioning

confidence: 99%

“…Jin et al (2015) found evidence for the importance of the number of likes on pro-breastfeeding attitudes. In contrast, other research showed that the subtle cues of the number of likes of a comment did not influence individuals' attitudes (Peter et al, 2014;Winter et al, 2015).…”

Section: Subtle Cues Of Online Social Proofmentioning

confidence: 97%

“…Similar studies have been done to examine the effect of online social proof by means of Facebook comments in different contexts, varying from breastfeeding attitudes (Jin et al, 2015) to marihuana legalization (Winter et al, 2015), and brand engagement and sales (Kim & Johnson, 2016). The empirical evidence for the effect of (online) social proof is, however, not restricted to Facebook.…”

Section: Online Social Proof: Comments Narratives and Other Explicitmentioning

Telling stories about breastfeeding through Facebook: The impact of user-generated content (UGC) on pro-breastfeeding attitudes

Cited by 64 publications

References 82 publications

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

Exploring Social Media Group Use Among Breastfeeding Mothers: Qualitative Analysis (Preprint)

Making sense of food risk information : the case of organic food

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