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Toxic Content and User Engagement on Social Media : Evidence from a Field Experiment

Author

Listed:
  • Beknazar-Yuzbashev, George

    (Columbia University)

  • Jiménez-Durán, Rafael

    (Bocconi University)

  • McCrosky, Jesse

    (Mozilla Foundation)

  • Stalinski, Mateusz

    (University of Warwick & CAGE)

Abstract

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure to toxicity reduced advertising impressions, time spent, and other measures of engagement, and reduced the toxicity of user-generated content. A survey experiment provides evidence that toxicity triggers curiosity and that engagement and welfare are not necessarily aligned. Taken together, our results suggest that platforms face a trade-off between curbing toxicity and increasing engagement. JEL Codes: C93 ; D12 ; D83 ; D90 ; I31 ; L82 ; L86 ; M37 ; Z13

Suggested Citation

  • Beknazar-Yuzbashev, George & Jiménez-Durán, Rafael & McCrosky, Jesse & Stalinski, Mateusz, 2025. "Toxic Content and User Engagement on Social Media : Evidence from a Field Experiment," The Warwick Economics Research Paper Series (TWERPS) 1543, University of Warwick, Department of Economics.
    • Handle: RePEc:wrk:warwec:1543
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    File URL: https://warwick.ac.uk/fac/soc/economics/research/workingpapers/2025/twerp_1543-_stalinski.pdf
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    More about this item

    Keywords

    toxic content ; moderation ; social media ; user engagement ; browser experiment;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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