Social influence and how online and offline settings affect it.

• Main Author: Lye, Wei Xin.
• Other Authors: Wan Ching
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/50918
• Institution: Nanyang Technological University

The study aimed to find out individuals’ preference of normative and informational social influences in online and offline conditions and whether the types of social influences adopted by individuals would have an effect on their self-esteem level. Participants (N = 42) were randomly assigned to either online or offline condition to discuss a judgmental issue. Their response to the discussion was recorded and their self-esteem level was assessed using Rosenberg Self-Esteem Scale (RSES). Results showed that normative social influence was significantly more evident than informational social influence in online discussion as compared to offline discussion. However, types of social influences adopted by the individuals did not affect their self-esteem level significantly. This result remained the same in both online and offline conditions. The discussion considered possible explanations behind current findings, implications and future research direction.