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Social Media Use and Attitudes toward AI: The Mediating Roles of Perceived AI Fairness and Threat
Abstract
This study investigates the association between social media use and attitudes toward AI technologies. A nationally representative two-wave longitudinal survey (N=5110) examined the mediating roles of perceived AI fairness and threat concerning three AI technologies: algorithms, facial recognition technology, and driverless passenger vehicles. Hypotheses were derived from media effect theories and the heuristic and systematic model of human-AI adoption. The results showed that social media use predicted more positive attitudes toward the three AI technologies indirectly through increased perceived AI fairness and reduced perceived AI threat. The findings contribute to our understanding of social media effects on attitudes toward AI and the underlying psychological mechanisms, providing valuable theoretical insights and practical implications.
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“As early adopters shared experiences through social media, and companies increased marketing efforts, more students were exposed to AI-related content, trends, and resources, enabling more positive evaluations of AI and a deeper understanding of its capabilities (Li & Zheng, 2024).”
From Cheating in the second year of generative AI chatbots: a follow-up study on high school student cheating behaviors (2026) · cites this paper as Li & Zheng, 2024
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Tambe, P., Cappelli, P., & Yakubovich, V. (2019) · California Management Review · doi:10.1177/0008125619867910 · Cited by 1,609
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Cited by
Sorted by citations
Chen, R., Lee, V. R., Kuo, A. C., Pope, D. C., & Miles, S. (2026) · Educational technology research and development · doi:10.1007/s11423-026-10587-1 · Cited by 8
Metadata
- Authors
- Li, W., & Zheng, X.
- Venue
- Human Behavior and Emerging Technologies
- Publisher
- Wiley
- Published
- 2024-04-02
- Volume
- 2024
- Pages
- 1-11
- ISSN
- 2578-1863
- Cited by
- 15
- References
- 15
- Language
- en
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