The Effect of Online Social Proof Regarding Organic Food: Comments and Likes on Facebook

Abstract

Social media created a new information environment (e.g., Rutsaert et al., 2013b). Among social media channels, Facebook is the most popular one (Cheung et al., 2011). Using Facebook people can exchange information rapidly with others. Consumers can post a statement or message on Facebook (a post), respond to these posts (the comments), and indicate that they agree with the post and/or comment by using the "thumb up" symbol (the likes). Both comments and likes are cues of social proof, e.g., the viewpoints of others. We investigated how social proof in an online environment impacts reactions toward organic foods in two experimental studies. In study 1, using a representative sample of Dutch internet users (n = 124), we manipulated comment valence (positive vs. negative) and reinforcement (number of likes: high vs. low) on a fictitious Facebook page that included four comments. Consumers' perceptions, feelings, and behavior, such as risk perception, emotions and intended purchasing behavior, were measured. Comment evaluation was used as a moderator. In study 2 (n = 88) a full Facebook page, with mixed valence statements, was shown; either the positive or negative statements were reinforced by likes. Results of study 1 showed that the way respondents evaluated the comments in terms of usefulness affected benefit perception and the motivation to find information. Moreover, the interaction between valence and comment evaluation was significant for all dependent variables. That is, the predicted effect of social proof only occurred when the comments were perceived as useful. The number of likes did not have an effect. Results of study 2 where participants watched a full Facebook page with mixed valence comments, showed that the number of likes had an effect on consumers' reactions, specifically on negative emotions and willingness to pay. This research provides new insights in the effects of explicit as well as implicit online social proof on attitudes toward a positively evaluated topic, namely organic food.

Risk and benefit perceptions of human enhancement technologies: The effects of Facebook comments on the acceptance of nanodesigned food

“…Most research into online social proof focused on Facebook as the most relevant social media platform. This research demonstrated effects of online social proof in a large variety of contexts, such as organic food (Hilverda, Kuttschreuter, & Giebels, ), breastfeeding attitudes (Jin, Phua, & Lee, ), marihuana legalization (Winter, Bruckner, & Kramer, ), brand engagement and sales (Kim & Johnson, ), and vaccination (Peter, Rossmann, & Keyling, ). There is also empirical evidence with respect to other social media, such as YouTube (Shi, Messaris, & Cappella, ; Walther, DeAndrea, Kim, & Anthony, ).…”

Making sense of food risk information : the case of organic food

“…In the past, the RISP model was mainly used to explain information behaviour in relation to topics with a negatively connotation, such as external safety (Huurne & Gutteling, 2008), influenza (Clarke & McComas, 2012), and climate change (Yang et al, 2013). Our research adds to this research and showed that the RISP-model was also useful in understanding information sharing regarding the risks of organic produce which is perceived as very beneficial and of low-risk (Hilverda et al, 2016;Hilverda et al, 2017), resulting in hardly any anxiety, among Dutch individuals.…”

“…The fact that risk perception and anxiety turned out to be less relevant might, perhaps, be explained by the fact our study focused on a topic that individuals associate with benefits rather than risks (Avitia Rodríguez, Gil Roig, & Costa Font, 2011;Hilverda, Jurgens, & Kuttschreuter, 2016;Hilverda, Kuttschreuter, & Giebels, 2017). This might also imply that individuals perceived this risk as an impersonal risk, i.e.…”

“…The path from information insufficiency to information sharing was insignificant, meaning that the effect of information insufficiency was indirect, through information seeking. The path from risk perception (and anxiety) to information sharing was much weaker compared to the other paths, which might be explained by the fact that individuals associate organic food with benefits rather than risks (Avitia Rodriguez et al, 2011;Hilverda et al, 2016;Hilverda et al, 2017). It also suggests that individuals perceive the risks of organic food as an impersonal risk instead of personal risk.…”

“…Participants indicated for instance to what extent they considered eating organic food to be detrimental to their health. Items were based on Hilverda, Kuttschreuter & Giebels (2017).…”