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Affecting Factors on the Expressing of Opinions on Facebook: Mode of News Delivery, Perceptions of Majority Opinion, and News Usages on Facebook

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This study aimed to identify affecting factors influencing opinion expression on Facebook and examine their effect. For these purposes, the study considered three investigative elements, namely the mode of news exposure, perceptions of majority opinion, and news usages on Facebook. An online survey was used wherein perceptions of majority opinion were manipulated. H1 examined the intention to post a comment when the views of the majority are contrary to one’s own. The results showed the spiral of silence is present on Facebook. RQ1 and RQ2 questioned the effects of the properties of the Facebook network and Facebook usage. It was revealed that homogeneity is a significant contributor, and news sharing behaviors is the powerful predictor of opinion expression on Facebook.

Abstract

This study aimed to identify affecting factors influencing opinion expression on Facebook and examine their effect. For these purposes, the study considered three investigative elements, namely the mode of news exposure, perceptions of majority opinion, and news usages on Facebook. An online survey was used wherein perceptions of majority opinion were manipulated. H1 examined the intention to post a comment when the views of the majority are contrary to one’s own. The results showed the spiral of silence is present on Facebook. RQ1 and RQ2 questioned the effects of the properties of the Facebook network and Facebook usage. It was revealed that homogeneity is a significant contributor, and news sharing behaviors is the powerful predictor of opinion expression on Facebook.

참고문헌 (22)

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