The role of integrated offline/online social activity and social identification in Facebook citizenship behaviour formation

Zeeshan Bhatti, Ghulam Ali Arain, Hina Mahboob Yasin, Muhammad Asif Khan, Muhammad Shakaib Akram

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    Abstract

    Purpose – Drawing on social identity theory and prosocial behaviour research, this study explores how people’s integration of their offline and online social activities through Facebook cultivates their Facebook citizenship behaviour (FCB). It also offers further insight into the underlying mechanism of offline and online social activity integration-FCB relation by investigating people’s social identification with their offline and online social groups as possible mediators.

    Design/methodology/approach – Based on social identity theory (SIT) literature, community citizenship behaviour, and offline–online social activity integration through Facebook, we developed a conceptual model, which we empirically tested using data from 308 Facebook users.

    Findings – The results confirm that the participants’ offline–online social activity integration via Facebook is positively linked to their FCB. Further, the integration of offline and online social activity through Facebook positively affects how a person identifies with their offline and online social groups, which in turn causes them to display FCB. In addition, offline/online social identification mediates the integration–FCB relation.

    Practical implications – In practice, it is interesting to see people’s tendency toward altruistic behaviours within groups they like to associate themselves with. Those who share their Facebook networks with their offline friends can use such networks to seek help and support.

    Originality/value – From a theoretical perspective, unlike past research, this study examines how individuals’ offline–online social activity integration via Facebook helps them associate with groups. Additionally, this study investigates social identification from an offline and online perspective.
    Original languageEnglish
    Article number0
    Pages (from-to)0
    JournalInformation Technology & People
    Volume0
    Issue number0
    Early online date8 Sep 2020
    DOIs
    Publication statusEarly online - 8 Sep 2020

    Keywords

    • Social identification
    • Online citizenship behaviours
    • Facebook
    • Perceived integration
    • Social networking sites

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