Cheong, Mi; Cheong, Stella Micheong; (2025) The Dark Side of Social Media: Focused on the Malicious Comments in the Republic of Korea. Academy of Asian Business Review , 11 (1) pp. 41-59. 10.26816/aabr.11.1.202506.41.

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Abstract

This study investigates the prevalence, motivations, and sociocultural drivers of malicious comments (MCs) on South Korean social media, proposing policy interventions to address this growing digital crisis. Culturally, high-context communication patterns and collectivist norms transform personal critiques into threats of collective harmony, distinguishing Korean MC dynamics from Western contexts. A logit regression analysis conducted on a 2024 survey, which included 1,000 nationally representative participants, revealed three main reasons for MCs: refuting opposing opinions, personal bias, and moral licensing under justice claims. Logistic regression analysis revealed that refuting opposing opinions and personal biases exacerbates hostility, whereas moral licensing alongside empathy reduces the likelihood of MC. The findings from this study underscore the necessity of integrating cultural, legal, and educational strategies to mitigate MCs’ societal costs, offering a framework for policymakers and platform designers in high-context societies.

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