Intergroup Communication in Online Forums: The Effect of Group Identification on Online Support Provision

Guided by the frameworks of the social identity model of deindividuation effects (SIDE) and the intergroup sensitivity effect, this experiment examined whether and how group identification manifested in user avatars, along with the supportiveness of others’ comments to a support-seeking post, may affect people’s support provision online. Participants were given the option to reply to a support-seeking post in an interactive forum. Participants’ responses were coded for verbal person-centeredness (VPC) and action-focused supportiveness. The SIDE model received some support. The results suggested that more participants replied to a support-seeking message posted by an in-group than by an out-group. Participants provided higher levels of action-focused supportiveness after viewing supportive comments from in-groups than from out-groups. They also provided messages with lower levels of VPC when exposed to unsupportive comments from in-groups than from out-groups. The intergroup sensitivity effect did not receive strong support. The implications of the study are discussed.