Social media? It's serious! Understanding the dark side of social media |
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Authors: | Christian V Baccarella Timm F Wagner Jan H Kietzmann Ian P McCarthy |
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Institution: | 1. Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403, Nürnberg, Germany;2. adidas AG, Adi-Dassler-Strasse 1, 91074, Herzogenaurach, Germany;3. Gustavson School of Business, University of Victoria, 3800 Finnerty Rd, Victoria, BC, V8P 5C2, Canada;4. Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver, BC, V6C 1W6, Canada |
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Abstract: | Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even for society as a whole. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media. |
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Keywords: | Social media Dark side Unintended consequences Bullying Fake news Trolling |
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