Social Approval and Network Homophily as Motivators of Online Toxicity

TL;DR

This study explores how social approval and network homophily influence online toxicity, revealing that social feedback significantly impacts users' hostile behavior and that toxicity correlates with social network structures.

Contribution

It introduces a novel theory that online hate is driven by social approval motives and provides empirical evidence linking social feedback and network homophily to toxicity.

Findings

Toxicity is homophilous in users' social networks.

Receiving social approval increases subsequent toxicity.

Lack of expected social approval decreases toxicity.

Abstract

Online hate messaging is a pervasive issue plaguing the well-being of social media users. This research empirically investigates a novel theory positing that online hate may be driven primarily by the pursuit of social approval rather than a direct desire to harm the targets. Results show that toxicity is homophilous in users' social networks and that a user's propensity for hostility can be predicted by their social networks. We also illustrate how receiving greater or fewer social engagements in the form of likes, retweets, quotes, and replies affects a user's subsequent toxicity. We establish a clear connection between receiving social approval signals and increases in subsequent toxicity. Being retweeted plays a particularly prominent role in escalating toxicity. Results also show that not receiving expected levels of social approval leads to decreased toxicity. We discuss the important implications of our research and opportunities to combat online hate.