The impact of comment history disclosure on online comment posting behaviors

Article

Kim, J., Han, J. and Jiang, S. 2023. The impact of comment history disclosure on online comment posting behaviors. Information Technology and People. 36 (7), pp. 2847-2868. https://doi.org/10.1108/itp-09-2021-0692
TypeArticle
TitleThe impact of comment history disclosure on online comment posting behaviors
AuthorsKim, J., Han, J. and Jiang, S.
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.

KeywordsNudge policy; Malicious comments; User comment history; Online comments; Incivility
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald
JournalInformation Technology and People
ISSN0959-3845
Publication dates
Online14 Nov 2022
Print21 Nov 2023
Publication process dates
Submitted12 Sep 2021
Accepted30 Sep 2022
Deposited12 Oct 2023
Output statusPublished
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1108/itp-09-2021-0692
Web of Science identifierWOS:000883906200001
LanguageEnglish
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