IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i24p10609-d464611.html
   My bibliography  Save this article

Research of Attitudes toward Online Violence—Significance of Online Media and Social Marketing in the Function of Violence Prevention and Behavior Evaluation

Author

Listed:
  • Boban Melović

    (Faculty of Economics, University of Montenegro, 81000 Podgorica, Montenegro)

  • Anđela Jakšić Stojanović

    (Faculty of Culture and Tourism, University of Donja Gorica, 81000 Podgorica, Montenegro)

  • Tamara Backović

    (Faculty of Economics, University of Montenegro, 81000 Podgorica, Montenegro)

  • Branislav Dudić

    (Faculty of Management, Comenius University in Bratislava, 82005 Bratislava, Slovakia
    Faculty of Economics and Engineering Management, University Business Academy, 21000 Novi Sad, Serbia)

  • Zuzana Kovačičová

    (Faculty of Management, Comenius University in Bratislava, 82005 Bratislava, Slovakia)

Abstract

The main aim of this paper is to analyze attitudes toward online violence in order to identify the current state of this problem through psychosocial analysis, as well as the possibility of preventing this kind of violence through the prism of online media and social marketing. The authors developed a conceptual model and conducted an online quantitative research study. The survey was conducted among 277 respondents in Montenegro, which is a developing country and as such is experiencing transitions in many segments. The data were analyzed using standard statistical tests, an analysis of variance (ANOVA) test, logistic regression and the Relative Importance Index. The results of the research showed that specific vulnerable groups such as women are more exposed to online violence. The results of the logistic regression revealed that female respondents aged 18 to 24 were 76.3% more exposed to online violence than respondents over 55. Regarding the aspect of marital status, the results showed that divorced women were most exposed to online violence, 74% more than widows, while single respondents had a 54.2% greater chance of being a victim of online violence compared to widows. In terms of education, the results of the research highlighted that female respondents with a higher level of education were significantly less likely to be victims of online violence than those with a lower level of education. Respondents who had completed doctoral studies had a 48.6% lower chance of being victims of online violence compared to the respondents who had only completed high school. In terms of online media being used as a tool for spreading online violence, 36.89% of respondents identified Facebook, while 21.61% identified Instagram as the main medium of this type of violence. Thus, the research identified the necessity of continuous work focused on informing the population about online violence, as well as raising awareness about measures that should be carried out in order to reduce online violence, because of the significant influence of online media on forming attitudes toward online violence, which was confirmed by 85.19% of respondents. Furthermore, the results showed that online media—in particular, social marketing—may have a key role in the prevention of online violence, as its preventive role was confirmed by 96.76% of respondents. The findings of the research may be extremely useful for different policymakers in order to help them to better understand and identify cases of online violence, especially against women, as well as to create adequate strategies for its prevention through the prism of online media and social marketing.

Suggested Citation

  • Boban Melović & Anđela Jakšić Stojanović & Tamara Backović & Branislav Dudić & Zuzana Kovačičová, 2020. "Research of Attitudes toward Online Violence—Significance of Online Media and Social Marketing in the Function of Violence Prevention and Behavior Evaluation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10609-:d:464611
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/24/10609/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/12/24/10609/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ashish K. Rathore & Arpan K. Kar & P. Vigneswara Ilavarasan, 2017. "Social Media Analytics: Literature Review and Directions for Future Research," Decision Analysis, INFORMS, vol. 14(4), pages 229-249, December.
    2. Best, Paul & Manktelow, Roger & Taylor, Brian, 2014. "Online communication, social media and adolescent wellbeing: A systematic narrative review," Children and Youth Services Review, Elsevier, vol. 41(C), pages 27-36.
    3. Lesley-Anne Ey & Carmel Taddeo & Barbara Spears, 2015. "Cyberbullying and Primary-School Aged Children: The Psychological Literature and the Challenge for Sociology," Societies, MDPI, vol. 5(2), pages 1-23, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Md Shahzalal & Hamedi Mohd Adnan, 2022. "Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior," Sustainability, MDPI, vol. 14(16), pages 1-38, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yuwen Lyu & Julian Chun-Chung Chow & Ji-Jen Hwang & Zhi Li & Cheng Ren & Jungui Xie, 2022. "Psychological Well-Being of Left-Behind Children in China: Text Mining of the Social Media Website Zhihu," IJERPH, MDPI, vol. 19(4), pages 1-13, February.
    2. Griffith, David A. & Lee, Hannah S. & Yalcinkaya, Goksel, 2023. "Understanding the relationship between the use of social media and the prevalence of anxiety at the country level: a multi-country examination," International Business Review, Elsevier, vol. 32(4).
    3. Steffen Nauhaus & Johannes Luger & Sebastian Raisch, 2021. "Strategic Decision Making in the Digital Age: Expert Sentiment and Corporate Capital Allocation," Journal of Management Studies, Wiley Blackwell, vol. 58(7), pages 1933-1961, November.
    4. Lee, Ah Ram & Suzanne Horsley, J., 2017. "The role of social media on positive youth development: An analysis of 4-H Facebook page and 4-H'ers' positive development," Children and Youth Services Review, Elsevier, vol. 77(C), pages 127-138.
    5. Xilin Li & Yao Zhang & Ziwen Ye & Lingling Huang & Xujuan Zheng, 2021. "Development of a Mobile Application of Internet-Based Support Program on Parenting Outcomes for Primiparous Women," IJERPH, MDPI, vol. 18(14), pages 1-11, July.
    6. Tove Lafton & Halla B. Holmarsdottir & Olaf Kapella & Merike Sisask & Liudmila Zinoveva, 2022. "Children’s Vulnerability to Digital Technology within the Family: A Scoping Review," Societies, MDPI, vol. 13(1), pages 1-15, December.
    7. Ahmed Al-Imam & Farah Al-Mukhtar & Aisha Shafiq & Manolia Irfan, 2017. "Knowledge and (Ab)Use in Connection with Novel Psychoactive Substances: A Cross-Sectional Analysis of Iraqi Medical Students," Global Journal of Health Science, Canadian Center of Science and Education, vol. 9(11), pages 1-61, November.
    8. Cristina Fernández-Rovira & Santiago Giraldo-Luque, 2021. "Evolution of the Digital Attention Market in the Pandemic: A Comparative Study of Young Spanish University Students (2019–2021)," Sustainability, MDPI, vol. 13(21), pages 1-14, October.
    9. Yunrong Li & Ricardo Mora, 2022. "On the use of social networking services and the ability to socialize: evidence from Chinese children aged 10 to 15," Applied Economics, Taylor & Francis Journals, vol. 54(49), pages 5639-5654, October.
    10. Grover, Purva & Kar, Arpan Kumar & Dwivedi, Yogesh K. & Janssen, Marijn, 2019. "Polarization and acculturation in US Election 2016 outcomes – Can twitter analytics predict changes in voting preferences," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 438-460.
    11. Angel Nga Man Leung & Wilbert Law & Yvonne Yiqing Liang & Antony Chun Lam Au & Cheng Li & Henry Kin Shing Ng, 2021. "What Explains the Association between Usage of Social Networking Sites (SNS) and Depression Symptoms? The Mediating Roles of Self-Esteem and Fear of Missing Out," IJERPH, MDPI, vol. 18(8), pages 1-11, April.
    12. Cano-Marin, Enrique & Mora-Cantallops, Marçal & Sanchez-Alonso, Salvador, 2023. "The power of big data analytics over fake news: A scientometric review of Twitter as a predictive system in healthcare," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    13. Hedviga Tkáčová & Martina Pavlíková & Zita Jenisová & Patrik Maturkanič & Roman Králik, 2021. "Social Media and Students’ Wellbeing: An Empirical Analysis during the Covid-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    14. Chan, Chitat, 2018. "Analysing social networks for social work practice: A case study of the Facebook fan page of an online youth outreach project," Children and Youth Services Review, Elsevier, vol. 85(C), pages 143-150.
    15. Arpan Kumar Kar, 2021. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 23(5), pages 1341-1361, September.
    16. Shah, Denish & Webster, Emily & Kour, Gurpreet, 2023. "Consuming for content? Understanding social media-centric consumption," Journal of Business Research, Elsevier, vol. 155(PB).
    17. McDool, Emily & Powell, Philip & Roberts, Jennifer & Taylor, Karl, 2016. "Social Media Use and Children's Wellbeing," IZA Discussion Papers 10412, Institute of Labor Economics (IZA).
    18. Marín-López, Inmaculada & Zych, Izabela & Ortega-Ruiz, Rosario & Hunter, Simon C. & Llorent, Vicente J., 2020. "Relations among online emotional content use, social and emotional competencies and cyberbullying," Children and Youth Services Review, Elsevier, vol. 108(C).
    19. Geissinger, Andrea & Laurell, Christofer & Öberg, Christina & Sandström, Christian, 2023. "Social media analytics for innovation management research: A systematic literature review and future research agenda," Technovation, Elsevier, vol. 123(C).
    20. Mohammed-Lutfi Al-Imam & Ahmed Al-Imam, 2017. "Knowledge and (Ab)Use in Connection with Novel Psychoactive Substances: A Cross-Sectional Analysis of Psychedelic Users Existing on Online Platforms," Global Journal of Health Science, Canadian Center of Science and Education, vol. 9(11), pages 1-51, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10609-:d:464611. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.