From SNS stressors’ perspectives to understand prosocial behavior: a contingency model

Abstract

Purpose

With the high penetration rate of the Internet and the prevalence of social networking sites (SNSs), the negative emotions caused by stressors on SNS have become an important issue worthy of attention. This study explored the relationship between SNS stressors, negative emotions and prosocial behavior, by employing negative emotions as the mediation role and social support as the moderator.

Design/methodology/approach

The samples of this study were Facebook users who have used it constantly in the past six months. An online survey was conducted, from which 547 responses were completed, and 525 were valid, for an effective recovery ratio of 95.98%.

Findings

Employing the structural equation model (SEM), the findings show that five paths were supported with a good fit. Negative emotions (anxiety and loneliness) have a moderating effect.

Originality/value

This study contributes to the literature by factors divided by negative emotions of anxiety and loneliness from SNS stressors’ perspectives. In addition, this study provides additional support the moderating effect of social support of anxiety on prosocial behavior.

Citation

Hsu, L.-C. and Kao, H.-Y. (2023), "From SNS stressors’ perspectives to understand prosocial behavior: a contingency model", Journal of Contemporary Marketing Science, Vol. 6 No. 3, pp. 165-188. https://doi.org/10.1108/JCMARS-03-2023-0007