Abstract
Incidents of cyberhate directed at individuals or groups based on perceived identities, such as ethnicity, religion, or nationality, are escalating rapidly across social media platforms. This trend adversely affects both the quality of online content and the experiences of users. Fortunately, researchers are showing a growing interest in combating cyberhate by developing algorithms capable of detecting such incidents. However, these studies have largely overlooked the promotion of healthier user behavior to actively challenge cyberhate. This paper advocates for the utilization of persuasive technology to encourage users to adopt prosocial roles in confronting and mitigating the spread of cyberhate. An empirical study was conducted to explore users’ perceptions of adopting various persuasive techniques on social media aimed at motivating them to confront cyberhate. The results revealed variations in users’ preferences and indicated that users’ cultural backgrounds play a role in shaping their opinions regarding the adoption of specific persuasive strategies for combating cyberhate. This emphasizes the need for systematic and innovative approaches to incorporate persuasive technology into the design of social media platforms to effectively counter the spread of cyberhate. Building upon the results, the author devised a conceptual framework that can offer guidance to software engineers in designing persuasive cyberhate-aware social media platforms. The study innovates by empirically evaluating persuasive technologies against cyberhate, quantifying their effectiveness and offering actionable recommendations for stakeholders.
