Risk, reward, and recognition: The influence of safety perception on viral challenge participation on social media

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F25%3A103135" target="_blank" >RIV/60460709:41110/25:103135 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.1016/j.techsoc.2025.102860" target="_blank" >https://doi.org/10.1016/j.techsoc.2025.102860</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.techsoc.2025.102860" target="_blank" >10.1016/j.techsoc.2025.102860</a>

Result language

angličtina

Original language name

Risk, reward, and recognition: The influence of safety perception on viral challenge participation on social media

Original language description

In this research, user engagement with viral challenges on social media is examined, focusing on the effects of risk perception, social support and safety on participation intentions. Two studies were conducted: in the first, it was explored what impact assigned risk levels have on users' expectations of virality and potential platform bans, involving 393 participants; in the second, it was investigated how individuals' safety perceptions influence their willingness to engage in viral challenges, with 274 participants engaging in real-life scenarios involving a "dog food challenge". The findings allow to highlight the mediating role of social support and safety perceptions in the relationship between risk and engagement, underscoring the significance of these factors in users' decisionmaking processes on platforms such as TikTok. This work contributes to the discourse on digital behavior, offering insights into the complexities of participating in viral challenges and their implications for various stakeholders in the social media ecosystem.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Technology in Society

ISSN

0160-791X

e-ISSN

0160-791X

Volume of the periodical

81

Issue of the periodical within the volume

JUN 2025

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

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UT code for WoS article

001442007800001

EID of the result in the Scopus database

2-s2.0-85219497117