Social Influence in Computer-Mediated Communication
Summary
Social influence in computer-mediated communication encompasses the processes by which individuals’ attitudes, beliefs and behaviours are shaped through interaction in digital environments. Key mechanisms include conformity to group norms, diffusion of innovations, persuasive messaging and normative enforcement, all mediated by platform features such as anonymity, visual cues and algorithmic curation. Research has shown that online anonymity can both amplify anti-normative behaviour and foster open exchange, depending on contextual factors such as group identity and perceived accountability. Deindividuation effects influence the balance between self-expression and group conformity, while vicarious observation of peer interactions can sway decisions even among passive users. The global reach of social media platforms has elevated these dynamics to matters of public discourse, health promotion and political mobilisation, underlining the importance of understanding how interface design, social presence and informational credibility intersect to produce real-world consequences. Practical applications range from designing supportive online communities to countering misinformation and fostering sustainable behaviours through targeted messaging.
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Social Influence in Computer-Mediated Communication publication trend
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Technical terms
Computer-mediated communication: Interaction between individuals using digital technologies rather than face-to-face channels.
Conformity: The act of aligning one's opinions or behaviours to match perceived group norms or pressures.
Deindividuation: A psychological state in which individuals lose self-awareness and personal accountability, often under conditions of anonymity.
Social norm enforcement: Mechanisms by which group members reward or sanction behaviour to maintain collective standards.
Vicarious interaction: Influence exerted on an individual through passive observation of others’ exchanges rather than direct engagement.
Anonymity: The condition in which an individual’s identity is hidden or obscured in communication, affecting accountability and self-presentation.
References
- Digital Social Norm Enforcement: Online Firestorms in Social Media. PLOS ONE (2016).
- Deindividuation: From Le Bon to the social identity model of deindividuation effects. Cogent Psychology (2017).
- Vicarious Interactions in Online Support Communities: The Roles of Visual Anonymity and Social Identification. Journal of Computer-Mediated Communication (2022).
- Beyond a Dichotomous Understanding of Online Anonymity: Bridging the Macro and Micro Level. Sociological Research Online (2021).
- The power of social influence: A replication and extension of the Asch experiment. PLOS ONE (2023).
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