Prosocial Activists in SNS: The Impact of Isomorphism and Social Presence on Prosocial Behaviors

Abstract

The advent of information and communication technology has made people practice prosocial behavior in social networking services (SNSs) more easily. For this reason, the aim of the study was to identify the social and individual factors that induce prosociality in SNS. The concept of isomorphism for categorizing the characteristics of each social networks was adopted. The study also considered the concept of social presence for representing each individual. The experiment manipulated types of isomorphism (Mimetic, Normative, and Coercive) and degrees of social presence in an experimental SNS context. The study also measured individuals’ intention and activity of prosocial behavior. The experiment results indicate that mimetic and normative isomorphic conditions induce higher levels of prosocial intention and activity than coercive isomorphic condition. Also, a higher degree of social presence induces a higher level of prosocial intention. More interesting, the impact of mimetic condition is stronger when the social presence is higher.

Additional information

Notes on contributors

Youngsoo Shin

Youngsoo Shin is a senior researcher of Yonsei HCI Lab at Yonsei University. He received his BS in Human Environment and Design, BA in Psychology, and MS in Cognitive Science and Engineering from Yonsei University. His research interests include user experience, persuasive technology, and human-centered design.

Bumho Lee

Bumho Lee is a senior researcher of Yonsei HCI Lab at Yonsei University. He received his BA in Mass Communications from Sogang University and MS in Cognitive Science and Engineering from Yonsei University. His research interests include digital media experience, information management, and service design.

Jinwoo Kim

Jinwoo Kim is a director of Yonsei HCI Lab at Yonsei University and has an interest in human–computer interaction and management of technology. He is a professor of human–computer interaction at the School of Business at Yonsei University, South Korea.