To comment or not to comment?: How virality, arousal level, and commenting behavior on YouTube videos affect civic behavioral intentions

作者：

Highlights：

• Investigated effects of anti-cyberbullying videos on civic behavioral intentions.

• Manipulated commenting behavior, virality, and arousal level of videos.

• Greater CBI upon exposure to high than low arousing videos.

• Significant effect of three-way interaction on civic behavioral intentions.

• Viral behavioral intentions strongly predicted civic behavioral intentions.

摘要

•Investigated effects of anti-cyberbullying videos on civic behavioral intentions.•Manipulated commenting behavior, virality, and arousal level of videos.•Greater CBI upon exposure to high than low arousing videos.•Significant effect of three-way interaction on civic behavioral intentions.•Viral behavioral intentions strongly predicted civic behavioral intentions.

论文关键词：Cyberbullying,YouTube,Civic behavioral intentions,Viral behavioral intentions,Persuasion,LC4MP

论文评审过程：Available online 5 June 2015, Version of Record 5 June 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.05.036