Breaking the silence in OMHCs: the impact of initial peer support on subsequent peer support provision

Purpose Peer support provision is critical for the success of online mental health communities (OMHCs). However, many posts seeking peer support often receive no replies. This study aims to investigate how initial peer support in OMHCs influences subsequent peer support provision. Design/methodology/approach Drawing on the bystander effect and the anchoring effect, we examined how the empathy expressed in and informativeness of initial peer support, together with initial provider authority, influence both the likelihood of subsequent peer support and its characteristics. We collected data from the r/mentalhealth subreddit and conducted empirical analyses using the two-stage Heckman selection model. Findings Empathy expressed in initial peer support increases the likelihood of subsequent peer support provision and enhances empathy expressed in subsequent peer support. Conversely, the informativeness of initial peer support reduces the likelihood of subsequent peer support provision but positively affects the informativeness of subsequent peer support. Initial provider authority attenuates the relationship between empathy expressed in initial peer support and subsequent peer support provision, but amplifies the effect of initial peer support informativeness on the likelihood of subsequent peer support provision. In addition, initial provider authority weakens the positive relationship between informativeness of initial and subsequent peer support. Originality/value The findings of this study extend the literature on the bystander effect by examining how initial peer support influences subsequent peer support provision in OMHCs. Additionally, this study advances understanding of the anchoring effect by demonstrating how the textual characteristics of initial peer support shape those of subsequent peer support.