Examining the Drivers of Social Dominance Orientation on Social Media

In this study, we aim to answer the following question: How do media features affect social dominance orientation (SDO)? To do so, we draw on social presence theory to examine the impact of invisibility, publicity, asynchrony, evaluation awareness and monitoring awareness on SDO. A total of 218 usable responses were gathered via MTurk. We employed covariance-based SEM to test our hypotheses. Our results provide strong support for most of the developed hypotheses. Moving forward, we plan to expand the research model to test additional hypotheses and explore the impact of media features across different social media platforms.