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Behavioral Sciences
Special Issues
Social Media as Interpersonal and Masspersonal
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Social Media as Interpersonal and Masspersonal

A special issue of Behavioral Sciences (ISSN 2076-328X). This special issue belongs to the section "Social Psychology".

Deadline for manuscript submissions: closed (28 February 2025) | Viewed by 19995

Special Issue Editor

Prof. Dr. Bradley J. Bond

E-Mail Website
Guest Editor
Department of Communication, University of San Diego, San Diego, CA 92110, USA
Interests: media history; media effects; media audiences; media psychology; identity; LGBTQ+; parasocial; communication theory; research methods

Special Issue Information

Dear Colleagues,

The emergence of social media platforms has not only altered the way that individuals are informed and entertained but has also shifted the means by which relationships are developed and maintained. Social media platforms have provided new windows through which individuals engage with those with whom they have offline relationships. The same platforms have also allowed for parasocial connections to develop between social media influencers and their followers. Many canonical theories of interpersonal communication have been mapped onto social media to explain how social media affordances have woven into our interpersonal relationships. Moreover, new terminology such as “masspersonal” has been developed to explain links between new media, interpersonal relationships, and how each has redefined the other. The purpose of this Special Issue is to highlight insightful, innovative research that uses social scientific approaches to further our understanding of interpersonal and masspersonal perceptions in social media. Authors should note that “social media,” “relationships,” “interpersonal perceptions,” and “masspersonal” are broadly defined for the purpose of this Special Issue. All social scientific methodological approaches are welcome. Scholars challenging the application of interpersonal theories to social media platforms are particularly encouraged to submit. Scholars investing interpersonal perceptions, social media, and IDEA (inclusion, diversity, equity, and access) are also strongly encouraged to submit.

Prof. Dr. Bradley J. Bond
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Behavioral Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • interpersonal
  • masspersonal
  • social media
  • new media
  • media psychology

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Published Papers (9 papers)

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Research

19 pages, 749 KiB  
Article
Why We Disclose on Social Media? Towards a Dual-Pathway Model
by Qiyu Bai, Qi Dan, Yumin Choi and Siyang Luo
Behav. Sci. 2025, 15(4), 547; https://doi.org/10.3390/bs15040547 - 18 Apr 2025
Viewed by 62
Abstract
Grounded in social penetration theory and social capital theory, this study aims to investigate how social media self-disclosure influences bridging and bonding online social capital, and how these in turn affect users’ loneliness and online interpersonal trust. A moderated mediation model was proposed [...] Read more.
Grounded in social penetration theory and social capital theory, this study aims to investigate how social media self-disclosure influences bridging and bonding online social capital, and how these in turn affect users’ loneliness and online interpersonal trust. A moderated mediation model was proposed and tested using cross-sectional survey data collected from 1519 Chinese netizens. Regression analyses revealed that self-disclosure on social media positively predicted both types of online social capital. Bridging social capital mediated the relationship between self-disclosure and reduced loneliness, while bonding social capital mediated the link between self-disclosure and enhanced online interpersonal trust. Moreover, agreeableness moderated the effect of self-disclosure on bonding social capital. These findings enrich the theoretical understanding of online self-disclosure and reveal the underlying motivations for users to disclose personal information on social media, even in the context of the privacy paradox. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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22 pages, 1867 KiB  
Article
From Individual Expression to Group Polarization: A Study on Twitter’s Emotional Diffusion Patterns in the German Election
by Yixuan Zhang, Bing Zhou, Yiyan Hu and Kun Zhai
Behav. Sci. 2025, 15(3), 360; https://doi.org/10.3390/bs15030360 - 13 Mar 2025
Viewed by 465
Abstract
This study analyzes 194,151 tweets from the 2021 German federal election using sentiment analysis and statistical techniques to examine social media’s role in shaping group emotions, voters’ emotional expression and derogatory speech toward candidates, and the relationship between sentiment intensity and tweet spread. [...] Read more.
This study analyzes 194,151 tweets from the 2021 German federal election using sentiment analysis and statistical techniques to examine social media’s role in shaping group emotions, voters’ emotional expression and derogatory speech toward candidates, and the relationship between sentiment intensity and tweet spread. The findings show that negative emotions dominated social media discussions. Additionally, voter perceptions towards candidates on social media also follow a pattern of negativity, often characterized by derogatory speech. This takes four main forms: intelligence-based attacks, animal metaphors, character insults, and gender-based discrimination, with female candidates disproportionately affected. Moreover, the study finds that negative emotions exhibit significantly greater diffusion and reach compared to positive and neutral sentiments on social media. This study further examines election fairness and political dialog openness through the lens of equity, inclusion, diversity, and access (IDEA). These findings emphasize individual and collective emotional dynamics in the social media environment, highlighting the need for governance strategies that promote equity, inclusivity, and diversity in digital political discussions. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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19 pages, 1762 KiB  
Article
Is It Just About Scrolling? The Correlation of Passive Social Media Use with College Students’ Subjective Well-Being Based on Social Comparison Experiences and Orientation Assessed Using a Two-Stage Hybrid Structural Equation Modeling–Artificial Neural Network Method
by Ziyu Liu and Liyao Xiao
Behav. Sci. 2024, 14(12), 1162; https://doi.org/10.3390/bs14121162 - 4 Dec 2024
Viewed by 1708
Abstract
Previous studies have found that passive social media use (PaSMU) tends to induce upward contrast, thereby affecting well-being. However, this perspective alone may overlook the mechanisms of other social comparison phenomena. This study analyzes the influence mechanism of PaSMU on subjective well-being (SWB) [...] Read more.
Previous studies have found that passive social media use (PaSMU) tends to induce upward contrast, thereby affecting well-being. However, this perspective alone may overlook the mechanisms of other social comparison phenomena. This study analyzes the influence mechanism of PaSMU on subjective well-being (SWB) by categorizing social comparison into upward identification, upward contrast, downward identification, and downward contrast while incorporating social comparison orientation (SCO) as a moderating variable. This study surveyed college students who use RED (Xiaohongshu) and collected 352 valid questionnaires. A two-stage hybrid structural equation modeling (SEM)–artificial neural network (ANN) method was employed, utilizing path and mediation effect analysis to verify the moderating effect of SCO in the process of PaSMU affecting SWB. PaSMU is positively correlated with upward contrast and downward identification, both of which negatively affect SWB. Upward contrast and downward identification are associated with lower SWB, while downward comparison is positively correlated with SWB. High SCO strengthens the association between upward contrast and reduced SWB. Furthermore, upward contrast and downward identification were found to have comparable mediating effects between PaSMU and SWB. In contrast to previous studies, this research highlights that downward identification plays a comparably significant mediating role alongside upward contrast. Downward identification significantly mediates the relationship between PaSMU and SWB due to increased risk awareness, higher sensitivity to negative information among socially anxious students, emotional contagion from negative content, and anonymity that fosters an “imagined community”. Additionally, students with high SCO are more affected by idealized self-presentations and rely on upward contrasts for social feedback, lowering their SWB. This study reveals the complex correlation of PaSMU and SWB, providing new theoretical insights and practical strategies to encourage positive social media use among college students. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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15 pages, 1462 KiB  
Article
Discerning Selfiers: Differences between Taking and Sharing Selfies
by Charisse L’Pree Corsbie-Massay and Rikki Sargent McLaren
Behav. Sci. 2024, 14(8), 732; https://doi.org/10.3390/bs14080732 - 22 Aug 2024
Viewed by 1510
Abstract
Selfies provide unique opportunities to explore, document, and interact with the self through photography. However, the inherent intrapersonal affordance of self-portraiture becomes a unique manifestation of masspersonal theory when selfies are shared, a step that is often assumed but not unpacked in selfie [...] Read more.
Selfies provide unique opportunities to explore, document, and interact with the self through photography. However, the inherent intrapersonal affordance of self-portraiture becomes a unique manifestation of masspersonal theory when selfies are shared, a step that is often assumed but not unpacked in selfie research. Therefore, it is essential to understand when and for whom these intrapersonal and interpersonal moments evolve into masspersonal moments or communication episodes. This study uses a novel strategy to investigate selfie behavior–the likelihood of taking and sharing selfies–to assess individual differences between selfie-takers, or “selfiers”. Discerning selfiers–people more likely to take than share selfies–report greater control and self-esteem compared to non-discerning selfiers, who are equally as likely to take as share selfies. Furthermore, control mediates the effect of selfier type on self-esteem; discerning selfiers report that others are not in control of their life, resulting in greater security regarding others’ perceptions of them. The current findings reveal the unique effects of differential deployment of selfies. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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19 pages, 303 KiB  
Article
A Study on the Characteristics of Sports Athletes’ YouTube Channels and User Reactions
by Bora Moon and Taeyeon Oh
Behav. Sci. 2024, 14(8), 700; https://doi.org/10.3390/bs14080700 - 12 Aug 2024
Cited by 1 | Viewed by 2765
Abstract
This study examined the content characteristics and user responses of athlete-run sports YouTube channels, providing empirical insights for content production strategies and contributing to the development of athlete-run sports YouTube channels. Content analysis was conducted on 3306 videos posted on 20 popular YouTube [...] Read more.
This study examined the content characteristics and user responses of athlete-run sports YouTube channels, providing empirical insights for content production strategies and contributing to the development of athlete-run sports YouTube channels. Content analysis was conducted on 3306 videos posted on 20 popular YouTube channels of South Korean athletes from 1 January 2020 to 31 December 2021. The formal characteristics analyzed included video length, the presence of foreign language subtitles, paid advertisements, and information sources. The content characteristics examined were the types of sports events, main content themes, and whether the content matched the athlete’s sport. Results revealed significant differences in content characteristics and user responses based on whether the athletes were active or retired. This study’s distinctive contribution lies in highlighting the evolving role of athletes as content creators and providing strategic implications for enhancing the competitiveness of athlete-run sports YouTube channels. Future research should consider a broader range of sports YouTubers and a wider variety of YouTube channels to gain comprehensive insights into the sports content ecosystem on this platform. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
16 pages, 1139 KiB  
Article
From Screen to Table: How Douyin Food Bloggers Stimulate and Convert Viewer Interests
by Ruoqing Guo, Ziqing Yang and Hao Gao
Behav. Sci. 2024, 14(7), 602; https://doi.org/10.3390/bs14070602 - 16 Jul 2024
Cited by 1 | Viewed by 2190
Abstract
In the era of social media, the influence of food exploration bloggers is increasingly apparent. Sharing their culinary experiences stimulates the audience’s interest in visiting and consuming food destinations. This paper seeks to understand how the characteristics of food exploration bloggers on the [...] Read more.
In the era of social media, the influence of food exploration bloggers is increasingly apparent. Sharing their culinary experiences stimulates the audience’s interest in visiting and consuming food destinations. This paper seeks to understand how the characteristics of food exploration bloggers on the Douyin platform influence audience perceptions of food and locations and how these perceptions may relate to visiting intentions, using the stimulus–organism–response (SOR) model. A cross-sectional online survey analyzed responses from 437 individuals interested in food exploration videos on Douyin. The results indicate that source credibility is significantly associated with the stimulation of taste desires and the formation of taste awareness. The audience’s taste desire and taste awareness are positively linked to the intention to visit. This study contributes to the expansion of the SOR model’s application in digital media, underscoring the substantial role of social media in influencing audience consumption intentions. It highlights that as an effective communication tool, social media can significantly impact users’ behavioral responses and consumption decisions. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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18 pages, 412 KiB  
Article
Unveiling the Dynamics: Exploring User Affective and Behavioral Responses to Social Media
by Seonggoo Ji and Ihsan Ullah Jan
Behav. Sci. 2024, 14(7), 529; https://doi.org/10.3390/bs14070529 - 25 Jun 2024
Cited by 1 | Viewed by 2022
Abstract
Social media has outperformed traditional media as a source of interpersonal and masspersonal communication tools. The extant literature offers valuable knowledge on the positive and (or) negative attributes of social media and their ultimate effects on users’ affective and behavioral responses. However, it [...] Read more.
Social media has outperformed traditional media as a source of interpersonal and masspersonal communication tools. The extant literature offers valuable knowledge on the positive and (or) negative attributes of social media and their ultimate effects on users’ affective and behavioral responses. However, it is unclear how the positive and negative attributes of social media affect users’ responses simultaneously. Drawing on the newly proposed social media demands and resources (SMD-R) model, the present study examined the positive and negative attributes of social media on the affective outcomes of social media fatigue (hereafter SM fatigue) and SM engagement (hereafter SM engagement) and behavioral outcomes of users in a single integrated framework. Data were gathered from 235 social media users in the Republic of Korea (hereafter Korea) to test the proposed framework. Partial least square structural equation modeling (PLS-SEM) was conducted, and the results showed that SM demands positively related to SM fatigue and negatively related to SM engagement. SM resources positively related to SM engagement and did not affect SM fatigue. SM fatigue positively related to SM discontinuous intention and negatively related to SM loyalty. Finally, SM engagement positively related to SM loyalty and negatively related to SM discontinuous intention. These findings contribute to the social media literature by proposing and empirically testing the SMD-R model, which integrates SM demands, SM resources, and the affective and behavioral responses of users. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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13 pages, 2018 KiB  
Article
Digital Mass Hysteria during Pandemic? A Study of Twitter Communication Patterns in the US during the Stages of COVID-19 Vaccination
by Dohyo Jeong, Jessi Hanson-DeFusco, Dohyeong Kim and Chang-Kil Lee
Behav. Sci. 2024, 14(5), 389; https://doi.org/10.3390/bs14050389 - 6 May 2024
Viewed by 4071
Abstract
This study examined the public’s sentiments about vaccines by analyzing Twitter data during the CDC’s vaccination management planning stage in the United States. Sentiment scores were assigned to each tweet using a sentiment dictionary and the sentiment changes were analyzed over 52 weeks [...] Read more.
This study examined the public’s sentiments about vaccines by analyzing Twitter data during the CDC’s vaccination management planning stage in the United States. Sentiment scores were assigned to each tweet using a sentiment dictionary and the sentiment changes were analyzed over 52 weeks from November 2020 to November 2021. An interrupted time series model was used to analyze the difference in sentiment, which revealed that there was a shift. Initially, overall sentiments were negative but became positive as the stage of general vaccine supply approached. However, negative sentiments sharply rose when the vaccine supply transitioned to the phase of universalization. The results identified two dominant strategic action fields for vaccines providing polarized messages on Twitter and the negative trend was strong for most of the period. The findings highlight the importance of managing strategic action fields on social networks to prevent mass hysteria during vaccine policy implementation. This study stresses the significance of effectively managing strategic action fields on social media platforms to prevent mass hysteria while implementing vaccine policies. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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17 pages, 1857 KiB  
Article
Breaking the Fifth Wall: Two Studies of the Effects of Observing Interpersonal Communication with Content Creators on YouTube
by Ezgi Ulusoy, Brandon Van Der Heide, Siyuan Ma, Kelsey Earle and Adam J. Mason
Behav. Sci. 2024, 14(2), 140; https://doi.org/10.3390/bs14020140 - 16 Feb 2024
Viewed by 2325
Abstract
Two studies were conducted to test the convergence of mass and interpersonal media processes and their effects on YouTube. The first study examined the influence of interpersonal interactions on video enjoyment. The results indicated that positive comment valence affected participants’ identification with the [...] Read more.
Two studies were conducted to test the convergence of mass and interpersonal media processes and their effects on YouTube. The first study examined the influence of interpersonal interactions on video enjoyment. The results indicated that positive comment valence affected participants’ identification with the content creator, which then affected enjoyment of the video. To investigate the effects of convergence from a macro-level perspective, the second study tracked and recorded data from 32 YouTube videos for 34 days and recorded the following data for each video: number of views, likes, and comments/responses. The results indicated that the more content creators and users interact, the more likes the video receives. However, user-to-user interactions are associated with a decrease in the number of likes a video receives. Full article
(This article belongs to the Special Issue Social Media as Interpersonal and Masspersonal)
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