In a world where a simple “like” or “share” can mobilise communities to do good, researchers are exploring how social media drives positive actions. Could your next click make the world a better place?

In a research study “Social Media Influence on Emerging Adults’ Prosocial Behavior: A Systematic Review”, researchers explored how certain features of social media impact the willingness of emerging adults (defined in this study as 18 to 35 years old) to engage in positive and helpful actions.

“Studies have shown that social media platforms have influenced prosocial or pro-environmental behaviour, such as recycling solid waste to reduce harmful carbon behaviour, or consuming sustainable energy to reduce one’s contribution to global warming,” says Elsie Hui, lead researcher and PhD Candidate (Society and Culture), at James Cook University in Singapore. The research was done under the guidance of the university’s Senior Lecturer in Psychology Associate Professor Smita Singh, Senior Lecturer in Psychology Dr Patrick Lin and Associate Dean of Research Education and Associate Professor in Psychology Associate Professor Denise Dillon, as advisors.

While many studies explore factors influencing prosocial behaviour, few examine how social media impacts the psychological processes behind these actions in emerging adults. Most rely on self-reported data in hypothetical scenarios, leaving a gap in understanding how digital interactions translate into real-world prosocial behaviours.

To address these research gaps, the study accessed how social media affects emerging adults’ thinking and emotions, ultimately influencing their actions in real-life situations by focusing on actual prosocial behaviour rather than self-reported intentions.

The researchers identified four key social media factors that influence prosocial behaviour:

• The importance of likes and comments
  Posts with high "likes" and comments piqued curiosity, encouraging users to engage with the discussion. These interactions shaped opinions and allowed users to relate to the topic and feel part of a community.
• Implication of stereotypical or negative comments Stereotypical or hateful comments could lower prosocial behaviour, especially by reinforcing divisions between groups. Negative comments fueled negative attitudes toward outgroups, resulting in an indirect decrease in actions such as donations.
• Emotional valence of social media content
  Emotional content also played a big role. Posts that evoked strong feelings that appealed to the ‘heart’ – whether positive or negative – influenced prosocial responses in emerging adults. For example, images of smiling beneficiaries or disheartening information about refugees led to increased empathy and action.
• Accessible and relevant information
  Finally, providing clear and relevant information, such as statistics or details about the recipient of the prosocial action, also enhanced prosocial behaviour. Posts that included factual details about the cause or the individuals benefiting from support helped to increase individuals’ prosocial behaviour.

Based on their findings, the researchers came up with the following recommendations for social service organisations, charities, and other institutions looking to leverage social media platforms to increase prosocial behaviour:

• Encourage Interaction through comment sections: Designers of social media platforms should utilise comment sections in social media posts to foster discussions. This interaction boosts engagement and increases the likelihood of prosocial responses.
• Moderate discussions to maintain positive engagement: Active moderation is essential to remove negative, harmful and anti-civil comments, ensuring the conversation remains constructive and fosters prosocial behaviour.
• Enhance audience metrics for prosocial engagement: Organisations should create visually appealing and user-friendly posts to drive “likes” and engagement. The presence of a large audience could lead to even more prosocial behaviour towards social causes.
• Use clear, emotional messaging: Posts should feature simple yet informative content, such as statistics about recent donations and recipients of a prosocial act. These should ideally be combined with emotional triggers, to inspire prosocial actions by appealing to users’ moods and motivations. For example, a charity organisation could post a picture of a child with disabilities to invoke negative emotions, while stating how much the child needs for medical fees, how much has been currently donated, and the procedure for donating.

By understanding how features like comment sections, emotional content, and audience metrics impact user responses, organisations can effectively use social platforms to promote prosociality among their followers.

“Exploring the relationship between social media and prosocial behaviour can reveal new ways to foster positive social change in our digital age,” says Dr Singh. “Experts in fields like politics, healthcare, psychology, and sociology can leverage these insights to promote social causes through online platforms,” she adds.

Discover further information on areas of research, and research strength at James Cook University in Singapore.

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PAPER
Hui, E., Singh, S., Lin, P. K. F., & Dillon, D. (2024). Social Media Influence on Emerging Adults’ Prosocial Behavior: A Systematic Review. Basic and Applied Social Psychology, 46(4), 239–265. https://doi.org/10.1080/01973533.2024.2342396

Contacts
Media: Ms Pinky Sibal [email protected] / Ms Hoe Shu Rin [email protected]