Joyful selfies taken at disaster sites create a controversial topic in terms of moral boundaries in digital life. While some consider it acceptable to take smiley selfies in a tragedy zone, others find this behaviour morally questionable. This article demonstrates empirically that excessive time spent on social media explains, at least partially, a greater tendency to like morally ambiguous content on social media. Specifically, this article shows that consumers tend to like more questionable content (such as smiley disaster selfies) on social media when they spend more time online. Further, this article shows that this effect is mediated by increased individualistic thinking. Responses to the survey experiment (N = 206) compared the tendency to like morally ambiguous content between groups of little, moderate and excessive use of social media, and tested for the mediating role of individualistic thinking on the relationship between time spent and liking behaviour. Second, the moderating role of an ethical reminder on time spent and the fact of liking morally ambiguous contents is demonstrated. In the presence of an ethical reminder, the effect of time spent on social media and liking morally ambiguous content becomes insignificant. This article contributes to theory on social media consumption by offering a novel underlying mechanism, such as increased individualistic thinking, as one variable that partly explains the liking for morally ambiguous content. This article also offers practical contributions for social media platforms and policy makers, showing that ethical reminders could be a possible and simple nudge to help consumers act more morally or become aware of morally questionable content.

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灾难自拍：道德提醒如何减轻道德上有问题的消费行为

在灾难现场拍摄的快乐自拍在数字生活的道德界限方面引发了争议。虽然有些人认为在悲剧区自拍是可以接受的，但其他人认为这种行为在道德上有问题。本文从经验上证明，花在社交媒体上的过多时间至少部分解释了人们更倾向于喜欢社交媒体上道德模棱两可的内容。具体来说，这篇文章表明，当消费者在网上花费更多时间时，他们往往更喜欢社交媒体上更多有问题的内容（例如笑脸灾难自拍）。此外，本文表明，这种影响是由个人主义思维的增加所调节的。对调查实验的回应（N = 206）比较喜欢 的倾向很少、适度和过度使用社交媒体的群体之间的道德模棱两可的内容，并测试了个人主义思维对花费时间和喜欢行为之间关系的中介作用。其次，证明了道德提醒对花费时间和喜欢道德模棱两可的内容的调节作用。在有道德提醒的情况下，花在社交媒体上的时间和喜好的影响道德上模棱两可的内容变得无关紧要。本文通过提供一种新颖的潜在机制，例如增加的个人主义思维，作为一个变量，部分解释了对道德模棱两可的内容的喜好，从而为社交媒体消费理论做出了贡献。本文还为社交媒体平台和政策制定者提供了实际贡献，表明道德提醒可能是一种可能且简单的推动方式，可以帮助消费者更加道德地行事或意识到道德上有问题的内容。