The impact of comment history disclosure on online comment posting behaviors
Information Technology & People
ISSN: 0959-3845
Article publication date: 14 November 2022
Issue publication date: 21 November 2023
Abstract
Purpose
This study aimed to empirically examine the effectiveness of disclosing user comment history without disclosing personal identity as a nudge policy to refrain users from posting malicious content online.
Design/methodology/approach
The authors collected the number of comments and posters from the leading portal website in South Korea, Naver.com. To causally investigate the impacts of the new nudge policy on the number of comments and posters, the authors used the regression discontinuity design (RDD) approach.
Findings
The authors found that the new policy reduced all types of comments, including the number of malicious comments, self-deleted comments and current comments. This resulted in an overall decrease in the total number of posted comments, which is considered a side effect. In addition, the authors found that the effect of the nudge policy, which disclosed user comment history, has a stronger effect on older female users than their counterparts.
Originality/value
The study findings extend the current knowledge on a nudge policy being implemented by a website as a means to reduce malicious online content and how it impacts user content posting behaviors.
Keywords
Citation
Kim, J.M., Han, J. and Jiang, S. (2023), "The impact of comment history disclosure on online comment posting behaviors", Information Technology & People, Vol. 36 No. 7, pp. 2847-2868. https://doi.org/10.1108/ITP-09-2021-0692
Publisher
:Emerald Publishing Limited
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