A mixed methods approach to the posting of benevolent comments online

Abstract

Cyberbullying by way of malicious online comments has been identified as a critical social issue. As a way to combat cyberbullying, it is important to promote the posting of benevolent comments, especially in response to malicious comments. In this study, we adopted a mixed methods approach in using social exchange theory to explore what motivates people to post benevolent comments online. We first adopted a qualitative study to explore the decision factors involved. These were then used as the basis for development of a theoretical research model to undertake a quantitative study. The results explain how people decide to post benevolent comments online. The study makes a strong theoretical contribution in demonstrating the decision factors underlying the posting of benevolent comments. It also has practical implications by providing guidance on how to combat cyberbullying through promoting the posting of benevolent online comments.