Risk, reward, and recognition: The influence of safety perception on viral challenge participation on social media

Andrzej Szymkowiak, Konstantinos Madias and Urszula Anna Garczarek-Bak

Technology in Society, 2025, vol. 81, issue C

Abstract: In this research, user engagement with viral challenges on social media is examined, focusing on the effects of risk perception, social support and safety on participation intentions. Two studies were conducted: in the first, it was explored what impact assigned risk levels have on users' expectations of virality and potential platform bans, involving 393 participants; in the second, it was investigated how individuals' safety perceptions influence their willingness to engage in viral challenges, with 274 participants engaging in real-life scenarios involving a "dog food challenge". The findings allow to highlight the mediating role of social support and safety perceptions in the relationship between risk and engagement, underscoring the significance of these factors in users' decision-making processes on platforms such as TikTok. This work contributes to the discourse on digital behavior, offering insights into the complexities of participating in viral challenges and their implications for various stakeholders in the social media ecosystem.

Keywords: Viral challenges; Social media engagement; Risk perception; Social support; Safety perceptions; Participation intentions; User decision-making; Digital behavior (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:81:y:2025:i:c:s0160791x25000508

DOI: 10.1016/j.techsoc.2025.102860

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