The dark and light sides of engagement: an analysis of user-generated content in wildlife trade online communities.

Authors

• Kim Feddema, The University of Western Australia, AustraliaFollow
• Paul Harrigan, Zayed University, United Arab Emirates, The University of Western Australia, AustraliaFollow

Document Type

Research on User Involvement

Abstract

Recent research has focused on the role of user-generated content (UGC) in the dark side of engagement on social media. In this study, we apply this to the unique context of the online exotic wildlife trade, a critical area of research due its involvement in devastating global species loss as well as harms to human health and livelihoods. We first conduct qualitative analysis on a large data set of UGC with the automatic machine-learning lexical software Leximancer 4.5.1 to explore the discourse that occurs in comments of posts that promote behaviour change and demand reduction. Then, we complement this by testing an extended elaboration likelihood model to determine the nature of information processing that leads to positive comment valences. Our results show that motivation, opportunity and ability factors moderate the relationship between dual-processing routes and comment valence as well as influencing the likelihood of positive comment valences that indicate attitude change. 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Recommended Citation

Feddema, Kim and Harrigan, Paul (2021) "The dark and light sides of engagement: an analysis of user-generated content in wildlife trade online communities.," The Australasian Journal of Information Systems: Vol. 25: No. 1, Article 36.
DOI: 10.3127/ajis.v25i0.2987
Available at: https://aisel.aisnet.org/ajis/vol25/iss1/36