The impact of engagement metrics overwhelms the influence of online disinhibition

Clicking on paralinguistic digital affordances such as Like and Dislike on social media has become an important channel for social engagement. The present study examined the influence of online disinhibition and engagement metrics on Internet users’ attitude expressions via clicking Like and Dislike. Initially, a preliminary study was conducted, wherein participants engaged with a fictitious thread and clicked Like or Dislike on each post. We recorded the Likes and Dislikes each post received, which served as engagement metrics. In Study 1, an updated thread was introduced, displaying these metrics alongside the Like and Dislike buttons. The results indicated that engagement metrics had a significant impact on attitude expressions, while online disinhibition had no significant direct or moderating effects. Study 2 explored scenarios with these metrics reversed, again finding that the influence of online disinhibition remained insignificant. The study concludes with a discussion on the limitations of applying online disinhibition theory to online behavior.