Polarisation Effects in Primary Versus Secondary Sharing

Users of mainstream social media platforms can either create and share original content (primary sharing) or pass along what has been shared by others (secondary sharing). This research proposes that the likelihood of sharing messages with balanced versus extreme opinions depends on whether the sharing mode is primary or secondary.


Sik Chuen Yu, Donnel Briley, and Pennie Frow (2015) ,"Polarisation Effects in Primary Versus Secondary Sharing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 816-816.


Sik Chuen Yu, University of Sydney, Australia
Donnel Briley, University of Sydney, Australia
Pennie Frow, University of Sydney, Australia


NA - Advances in Consumer Research Volume 43 | 2015

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