User online clout and anti-cyberbullying behaviour on social media: the mediation role of historical content characteristics

Based on the Self-Perception theory, this study investigates user engagement and persistence in anti-cyberbullying behaviours on social media, as well as the personal and behavioural factors influencing these actions. Drawing on 1,765,601 cyberbullying-related online posts, regression analyses reveal that users’ online clout significantly and positively predicts their anti-cyberbullying behaviour. Furthermore, historical content sentiment and cyberbullying-related attention levels mediate this relationship, indicating that users with higher online clout tend to produce more positive and attentive content, which in turn amplifies their anti-cyberbullying engagement. These findings deepen the understanding of the psychological and behavioural mechanisms driving anti-cyberbullying efforts in online environments.