Who else likes it? Perceived gender of social endorsers predicts gender equality support

作者：

Highlights：

• The perceived social identity of those who “like” a social media message matters.

• Men assume that social media posts about gender equality are “liked” by mostly women.

• Men's support for gender equality is reduced when endorsers are perceived to be women.

• Changing these gendered assumptions increases men's gender equality support.

摘要

•The perceived social identity of those who “like” a social media message matters.•Men assume that social media posts about gender equality are “liked” by mostly women.•Men's support for gender equality is reduced when endorsers are perceived to be women.•Changing these gendered assumptions increases men's gender equality support.

论文关键词：Social media,Social endorsement metrics,Gender equality,Social identity,Social norms,Virality metrics

论文评审过程：Received 28 August 2020, Revised 27 December 2020, Accepted 7 January 2021, Available online 10 January 2021, Version of Record 5 February 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106696