Why Do Adults Engage in Cyberbullying on Social Media? An Integration of Online Disinhibition and Deindividuation Effects with the Social Structure and Social Learning Model

The dramatic increase in social media use has challenged traditional social structures and shifted a great deal of interpersonal communication from the physical world to cyberspace. Much of this social media communication has been positive: Anyone around the world who has access to the Internet has the potential to communicate with and attract a massive global audience. Unfortunately, such ubiquitous communication can be also used for negative purposes such as cyberbullying, which is the focus of this paper. Previous research on cyberbullying, consisting of 135 articles, has improved the understanding of why individuals—mostly adolescents—engage in cyberbullying. However, our study addresses two key gaps in this literature: (1) how the information technology (IT) artifact fosters/inhibits cyberbullying and (2) why people are socialized to engage in cyberbullying. To address these gaps, we propose the social media cyberbullying model (SMCBM), which modifies Akers’ [Akers RL (2011) Social Learning and Socia...