Unchained expressions: how (de)centralization shapes affective expressions on social media platforms

Purpose Decentralized social media platforms (DSMPs) have gained significant popularity in recent years, offering users greater autonomy over their privacy, freedom of speech and data management compared to centralized social media platforms (CSMPs). However, little is known about how platform type influences the tone of user comments. This study aims to examine whether users express a more affective tone on DSMPs versus CSMPs. Design/methodology/approach Using a multi-method approach, the authors first conducted an experimental study examining users’ willingness to express their true feelings across platform types. A second study used a fictitious yet realistic social media platform to investigate user perceptions of autonomy and affective tone, particularly when responding to political content. Finally, the authors conducted an analysis of 26,670 user comments on 30 identical videos posted across two video-sharing platforms to compare affective tone between DSMPs and CSMPs. Findings The experimental study found users were more willing to express their true feelings on DSMPs. The second study revealed that users perceived greater autonomy on DSMPs and exhibited a more affective tone, particularly when responding to political content. The large-scale content analysis confirmed that DSMPs feature a more affective tone than CSMPs. The authors also found that the presence of political discourse strengthens this relationship. Research limitations/implications Although the content selected for this study was identical across both platforms, the analysis did not account for content characteristics, and the authors were unable to control for user demographics due to limitations in the secondary data. Practical implications The findings offer valuable insights for marketing managers and policymakers. Marketing managers can leverage DSMPs to elicit more affective responses to their content. Originality/value To the best of the authors’ knowledge, this is the first empirical study to investigate the impact of platform type on the nature of user expression and tone. The findings contribute to the extant literature and provide important insights for managers of social media platforms.