Investigating ‘Message Forwarding Behavior’ of Mobile Phone Users

Document Type

Article

Digital Object Identifier (DOI)

10.5210/fm.v25i8.10651

Journal Title

First Monday

Publication Date

2020

Abstract

In an online survey, 108 mobile phone users in the age bracket of 18 to 21 in India reported their emotional responses to six humorous, warning, and philosophical messages in real time. Using open coding, researchers coded respondents’ sentiments into positive, negative, and neutral categories and traced their effect on (a) the respondents’ intention to forward the messages, which was captured in real time; and, (b) potential recipients of the forwarded messages. Findings inform the research on electronic word-of-mouth on social media-based instant messaging platforms and mobile phones. Implications in terms of identifying and containing the spread of misinformation on social media are discussed.

Comments

The definitive article is openly available courtesy of First Monday at: https://firstmonday.org/ojs/index.php/fm/article/view/10651.

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Publisher Statement

Authors retain copyright to their work published in First Monday.

This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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