The Message Influences Me More Than Others: Social Media Metrics, Third-Person Perception, and Behavioral Intentions

Abstract

This study examines how the presence of social media metrics affect perceived media influence on self and others (Third-Person Perception) and subsequent behavioral intentions to combat an environmental risk. In a between-subjects experiment (N = 241), participants read an article about climate change with or without social media metrics. Results suggest that (a) the presence of social media metrics reverses TPP, (b) social media metrics increase compliant behavioral intentions through mediation by TPP, and (c) need to belong moderates the effects of social media metrics on TPP. Theoretical and practical implications are discussed.