The More Social Cues, The Less Trolling? An Empirical Study of Online Commenting Behavior

We examine how online commenting is affected by different degrees of commenters’ identifiability: 1) real name accounts on social networking sites (or “real name-SNS accounts”; e.g., Facebook); 2) pseudonym accounts on social networking sites (or “pseudonym-SNS account”; e.g., Twitter); 3) pseudonymous accounts outside social networking sites (or “non-SNS accounts”; e.g., an online newspaper website’s account). We first construct a conceptual...