Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying

摘要

Cyberbullying in the digital sphere has impacted individuals of all age groups. Recent findings indicate an increase in suicidal tendencies among victims. An opportunity to prevent cyberbullying exists in the actions of bystanders. The current study proposes the possible impact of religion (Christianity) in motivating bystanders to aid victims of abuse. Using an experimental design, the research explored the interplay of individual religiosity and religious symbolism on American bystanders' ad attitudes and intentions to call a helpline. Findings indicate a congruency effect for low religiosity individuals between the control and religious ads. High religiosity individuals liked both ads equally well, but within the religious ad, again a congruency effect appeared where highly religious individuals found the religious ad significantly more appealing than low religious individuals. Theoretical and practical implications are discussed.