A moderated mediation analysis of the impact of Facebook network heterogeneity on affective polarization among ethnic groups in Afghanistan

Purpose This study aims to investigate the association between Facebook network heterogeneity and affective polarization among ethnic groups in Afghanistan. In addition, through a moderated mediation model, it explores the indirect impact of network heterogeneity on affective polarization. Design/methodology/approach A cross-sectional survey ( n = 417), inclusive of diverse ethnic groups among students at Badakhshan and Kabul universities, was administered, and the data were used to test the hypothesized moderated mediation model. Findings The findings demonstrate that Facebook network heterogeneity has depolarizing potential in a multiethnic context. It was also found that while diverse content exposure did not directly predict affective polarization, it positively mediated the impact of network heterogeneity on affective polarization. Moreover, the effect of diverse content exposure on affective polarization was moderated by public knowledge acquisition. The findings highlight two depolarizing mechanisms of Facebook network heterogeneity: it contributes to the connection among different ethnic groups, fostering positive contact, and provides diverse information that enhances public knowledge, augmenting mutual understanding among ethnic groups. Originality/value The rise of polarization, particularly political polarization among parties in developed nations, and its association with social media have attracted numerous scholars. However, the association between other polarizing factors, such as ethnicity, race and religion – which are more prevalent in developing countries – and social media has not received sufficient attention. This study offers insights into an understudied topic and significantly contributes to social media polarization literature.