Friend or Foe: Cyberbullying in Social Network Sites

As the use of social media technologies proliferates in organizations, it is important to understand the nefarious behaviors, such as cyberbullying, that may accompany such technology use and how to discourage these behaviors. We draw from neutralization theory and the criminological theory of general deterrence to develop and empirically test a research model to explain why cyberbullying may occur and how the behavior may be discouraged. We created a research model of three second-order formative constructs to examine their predictive influence on intentions to cyberbully. We used PLS- SEM to analyze the responses of 174 Facebook users in two different cyberbullying scenarios. Our model suggests that neutralization techniques enable cyberbullying behavior and while sanction certainty is an important deterrent, sanction severity appears ineffective. We discuss the theoretical and practical implications of our model and results.