Abstract Online audiences (e.g. Facebook friends, Instagram followers) shape users' self-presentation online, but little is known about whether or not they impact users' actions in ‘reality’, so offline, when they are not engaged directly with a site interface. To bridge this gap, we provide the first investigation of the ‘extended warming effect’ of social media, a special form of a phenomenon in which saliency (cognition) of online audiences in offline encounters triggers impression management behavior in the pursuit of a more desirable online public image. Across two controlled experiments in the context of charity fundraising, we support the existence of the extended warming effect. We find that as online audiences become more salient, people show greater intentions of engaging in prosocial behavior offline (e.g. enhanced likelihood of making a donation). This effect is mediated by higher public self-awareness and extrinsic motivations. In addition, we find that the extended warming effect is amplified for more intense social media users. Theoretical contributions and practical implications are discussed.

中文翻译：

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社交媒体的延展升温效应：考察“现实生活”中在线观众对线下的认知是否会驱动亲社会行为

摘要 在线受众（例如 Facebook 好友、Instagram 粉丝）塑造了用户的在线自我展示，但很少有人知道他们是否会影响用户在“现实”中的行为，所以当他们不直接与网站界面互动时，他们是离线的. 为了弥合这一差距，我们对社交媒体的“延展变暖效应”进行了首次调查，这是一种特殊形式的现象，在这种现象中，在线观众在离线接触中的显着性（认知）触发印象管理行为，以追求更理想的效果。网上公众形象。在慈善筹款背景下的两个受控实验中，我们支持延长变暖效应的存在。我们发现，随着在线受众变得更加突出，人们表现出更大的离线参与亲社会行为的意图（例如 增加捐赠的可能性）。这种效果是由更高的公众自我意识和外在动机介导的。此外，我们发现，对于更强烈的社交媒体用户，延长的变暖效应会被放大。讨论了理论贡献和实际意义。