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DTSTAMP:20260705T025936Z
DESCRIPTION:Jui Ramprasad\n\nRobert H. Smith School of Business\n	University
  of Maryland\n\nTainting the Discourse\n	The Role of Incivility in Shaping 
 Subsequent User Engagement\n\nDate: Friday\, April 19\, 2024\n	Time: 10:30 
 am - 12:00 pm EDT\n	Location: Bronfman Building\, Room 046\n\n\nAbout:\n\nD
 igital platforms rely on user interaction and engagement often through use
 r created content\, e.g. in online Q&A forums like Reddit\, but the prolif
 eration of uncivil content on these platforms that happens in parallel adv
 ersely impacts safety and community. We examine the interplay between inci
 vility and engagement and suggest that understanding this relationship req
 uires a more nuanced definition of incivility than the binary categorizati
 on (content is either uncivil or not)\, used in the IS literature. More sp
 ecifically\, we examine how three levels of incivility in an initial post 
 impacts the subsequent quantity\, novelty\, and incivility of the subseque
 nt content. Leveraging a unique dataset from the largest online community 
 in South Korea\, we categorize incivility (extreme\, mild\, or no incivili
 ty) using large language models and estimate their impact on engagement us
 ing causal forests. Theorizing based on emotional arousal and cognitive di
 ssonance\, our findings reveal several novel insights. While uncivil conte
 nt can increase user engagement due to emotional arousal\, its effectivene
 ss varies with the level of incivility due to differences in the level of 
 cognitive dissonance it evokes. Extremely uncivil content\, which we posit
  triggers stronger emotional arousal but also potentially stronger cogniti
 ve dissonance\, leads to a notable decrease in the novelty of subsequent c
 ontent. Conversely\, mildly uncivil content\, by eliciting emotional arous
 al without substantial cognitive dissonance\, promotes a more diverse and 
 novel range of user responses. Still\, both levels of uncivil content (ext
 reme and mild) are linked to an increased subsequent extreme incivility an
 d a decreased no-incivility discourse. This outcome underscores the interp
 lay between emotional arousal and cognitive dissonance in shaping user rea
 ctions to uncivil content and highlights the importance of exploring inciv
 ility beyond a simple binary measure. Our findings provide an important un
 derstanding of how incivility relates to engagement.\n
DTSTART:20240419T143000Z
DTEND:20240419T160000Z
LOCATION:Room 046\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:Business & Management Research Centre: Jui Ramprasad
URL:/desautels/channels/event/business-management-rese
 arch-centre-jui-ramprasad-356780
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