Social media use and online prosocial behaviour among high school students: The role of moral identity, empathy, and social self-efficacy

Introduction. The digital landscape is becoming increasingly important in shaping adolescents’ social interactions. Most researchers examine the negative effects of social media, but there are virtually no publications on the positive effects of social networks on the formation of prosocial behaviour in the digital space. The purpose of this study is to analyze the influence of social networks, moral identity, empathy, and social self-efficacy on the formation of prosocial behaviour in students on the Internet. Methods and Materials. A total of 430 students participated in the study in public high schools in Yogyakarta, Indonesia. The data obtained were analyzed using the software tool Smart-PLS, which is used for structural equation modeling analysis, related to the constructs of revisit intention and suggestion intention. Two types of analyses, external and internal models, were applied in this paper. Results. The materials of the article prove the positive influence of social networks, moral identity, belongingness, and social self-efficacy on prosocial behaviour of adolescent students on the Internet. Social interaction through digital media enables students to engage in prosocial behaviours: sharing positive experiences, emotional support, etc. Moral identity becomes a key factor in cyberspace in terms of determining how interaction responds to content on the Internet. Empathy acts as a link that facilitates the transformation of information received through social media into positive reactions. Social self-efficacy is the psychological basis that motivates people to maintain positive behaviour on the Internet as well as in social networks. Discussion and Conclusion. The results of the study will be essential for the development of students’ prosocial behaviour on the Internet in schools through various educational programs, especially in the context of online interactions; provide a solid foundation for the creation of educational programs that help reinforce moral and ethical values, as well as improve students’ empathy and social self-efficacy skills.