Avatar-mediated online social support predicts later offline help-seeking: Evidence from a two-wave panel of 4619 Japanese Users

While social support buffers stress, evidence for the causal impact of online social support, particularly via avatars, on real-world help-seeking behavior is limited. This study longitudinally tested whether online social support predicts help-seeking behaviors regarding difficulties (e.g., bullying, being gender/sexual minorities, poverty, and social withdrawal) and compared avatars (Second Life, ZEPETO, and Pigg Party) and text (X, Facebook, and Instagram) communication platforms. Analyzing two-wave survey data (N=4,619; Japanese users) with a cross-lagged panel model, we found that online social support perception significantly predicted subsequent increases in help-seeking behavior towards various consultants (online/offline contacts and professionals). On the other hand, such an effect was not observed for offline social support. The usage of avatar communication platforms showed a significantly stronger positive effect on help-seeking behavior than text communication platforms, mediated by higher online social support perception. This study provides novel longitudinal evidence that online social support predicts subsequent increases in real-world help-seeking behaviors, highlighting the potential of avatar communication to effectively complement offline resources for individuals facing difficulties.