Effective reporting system to encourage users’ reporting behavior in social media platforms: an empirical study based on structural empowerment theory

Reporting systems are gradually gaining attention as a mechanism for users to engage in platform content governance, such as reporting problematic content in terms of misinformation or misbehaviors. However, there is little research on how a reporting system can be effectively designed to facilitate users’ reports. This study presents a model that is grounded in structural empowerment theory and the Stimulus-Organism-Response (S-O-R) framework to bridge this gap and considers the embedded reporting system on social media as a mechanism to empower users to participate in reporting problematic content. Using a two-stage survey and a partial least squares structural equation modelling (PLS-SEM), the authors find that three empowerment structures of the reporting system (i.e. information transparency, tool usability, and platform reporting support) stimulate users’ reporting self-efficacy through unequal pathways and then promote users’ engagement in reporting platform content. The contribution of this paper is that it explores the application of structural empowerment theory in empowering user reporting on social media platforms, explains the relationship between the three empowerment structures, and then provides a reference to content governance practices for the platform owner and other stakeholders.