发表机构
Columbia Business School; University of Illinois Urbana-Champaign（哥伦比亚商学院; 伊利诺伊大学厄巴纳-香槟分校）
机构由 AI 辅助整理，请以论文原文为准。AI 中文总结
本研究通过Facebook大规模实地实验和补充调查实验，发现少数发声者的反对性评论能显著提升用户互动（15%-43%）并改变态度、减少捐款，而支持性评论影响甚微，表明发声少数派可施加超常影响。
AI 中文摘要
在线评论区让少数发声的个人能够将其影响力扩展到自身社交网络之外。我们在Facebook上开展了一项大规模实地实验，随机化一家种族正义组织帖子下方评论的存在与否及其立场，覆盖约一百万美国用户。相对于无评论的情况，反对性评论使互动（反应）、评论和链接点击量增加15%至43%，而支持性评论则几乎没有影响。一项补充性调查实验表明，类似的反对性评论会使态度变得不那么进步，并减少对该组织的捐款。通过在线平台的一个常见功能，发声的少数派可以施加超乎寻常的影响。
英文摘要
Online comment sections let a small number of vocal individuals reach far beyond their own networks. We conduct a large-scale field experiment on Facebook that randomizes the presence and stance of comments beneath posts for a racial justice organization, reaching around one million U.S. users. Opposing comments increase reactions, comments, and link clicks by 15-43 percent relative to no comments, whereas supportive comments have little effect. A complementary survey experiment shows that similar opposing comments make attitudes less progressive and reduce donations to the organization. Through a common feature of online platforms, the vocal few can exert outsized influence.
CommentsThe research was approved by the Institutional Review Boards at Columbia University (AAAU8166). The authors acknowledge financial support from the Russell Sage Foundation (Grant G-2309-44994), the Digital Future Initiative and the Bernstein Center at Columbia Business School, and the Provost Office at Columbia University
