Cyberbullying on social network sites. An experimental study into bystanders’ behavioural intentions to help the victim or reinforce the bully

Cyberbullying on social network sites poses a significant threat to the mental and physical health of victimized adolescents. Although the role of bystanders in solving bullying instances has been demonstrated repeatedly in research on traditional bullying, their role in cyberbullying remains relatively understudied. Therefore, we set up an experimental scenario study in order to examine the influence of contextual factors (severity of the incident, identity and behaviour of other bystanders) on bystanders’ behavioural intentions to help the victim or reinforce the bully in cases of harassment on Facebook. Four hundred and fifty-three second year students of Flemish secondary schools participated in the study. The results on the one hand showed that bystanders had higher behavioural intentions to help the victim when they witnessed a more severe incident. Incident severity also interacted with other bystanders’ identity in influencing behavioural intentions to help the victim. On the other hand, bystanders had higher behavioural intentions to join in the bullying when other bystanders were good friends rather than acquaintances. In addition, an interaction effect was found between other bystanders’ identity and behaviour on behavioural intentions to join in the bullying. Furthermore, both helping and reinforcing behavioural intentions differed according to gender.