Standing up to hate: users’ responses to offensive content on social media

Hate and incivility are prevalent on social media. Our study investigates how individuals responded to insults on social media and what are relevant factors (participatory moral abilities, participatory moral motivation, perceived ease of use, knowledge of reporting options, familiarity with the offender, public figure on social media) that may influence different responses. We focus on clear cases of illegal offensive content under German law and recalled experiences rather than intentions. Using a quantitative online survey (N = 2526), we find that users are more likely to report offensive content than to react or comment. Key factors influencing responses include familiarity with the offender and whether the observer is a public figure – factors previously overlooked. Moral values play a crucial role, especially in commenting, which demands the most effort and carries the highest risks. Future research should explore the specific contexts and circumstances that determine whether users react to offensive posts.