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Constructive voice behavior for social change on social networking sites: A reflection of moral identity

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  • Bhatti, Zeeshan Ahmed
  • Arain, Ghulam Ali
  • Akram, Muhammad Shakaib
  • Fang, Yu-Hui
  • Yasin, Hina Mahboob

Abstract

Social networking sites (SNSs) have enabled people to voice their concerns by making their voices heard and hence initiate social change. Constructive voice behavior concerning societal matters, mediated by SNSs, is a much under-explored area and requires investigation. Primarily, voice literature has mainly discussed voice behavior within organizations focused on employees. However, individuals, as members of society, are using social media websites to voice about social change in the form of condemning harmful practices in society and/or promoting social good. Drawing from the self-consistency theory, this study explores the role of an individual's moral identity as an antecedent of constructive voice behavior on SNSs. Hierarchical multiple regression analysis results of 226 SNSs users, provide support to the self-consistency theory-based moderated-mediation model in which the positive relationships, between individual's moral identity and the promotive-prohibitive voice on SNSs, were mediated by the felt responsibility for constructive change (FOCC). Further, proactive personality moderates the positive mediation effect of FOCC between moral identity and prohibitive voice but not for promotive voice, such that the mediation effect would be stronger for individuals with a high-proactive personality than those of with a low-proactive personality. This study contributes to both voice and social media research in a number of ways.

Suggested Citation

  • Bhatti, Zeeshan Ahmed & Arain, Ghulam Ali & Akram, Muhammad Shakaib & Fang, Yu-Hui & Yasin, Hina Mahboob, 2020. "Constructive voice behavior for social change on social networking sites: A reflection of moral identity," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    • Handle: RePEc:eee:tefoso:v:157:y:2020:i:c:s0040162520309276
    DOI: 10.1016/j.techfore.2020.120101
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    2. Lianying Zhang & Xiaocan Li & Ziqing Liu, 2022. "Fostering Constructive Deviance by Leader Moral Humility: The Mediating Role of Employee Moral Identity and Moderating Role of Normative Conflict," Journal of Business Ethics, Springer, vol. 180(2), pages 731-746, October.
    3. Ali, Maged & Gomes, Lucas Moreira & Azab, Nahed & de Moraes Souza, João Gabriel & Sorour, M. Karim & Kimura, Herbert, 2023. "Panic buying and fake news in urban vs. rural England: A case study of twitter during COVID-19," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    4. Dwivedi, Yogesh K & Shareef, Mahmud A & Akram, Muhammad S & Bhatti, Zeeshan A & Rana, Nripendra P, 2022. "Examining the effects of enterprise social media on operational and social performance during environmental disruption," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Maria Zunally Rapada & Derrick Ethelbhert Yu & Krista Danielle Yu, 2021. "Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    6. Yueru Ma & Yefan Teng & Bowen Yan, 2024. "Bring more than green? The impact of green human resource management on hospitality employees' organizational citizenship behaviors," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2537-2556, May.
    7. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    8. Yang Yang & Yingying Su, 2020. "Public Voice via Social Media: Role in Cooperative Governance during Public Health Emergency," IJERPH, MDPI, vol. 17(18), pages 1-18, September.

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