As derived from social identity theory (SIT), second-hand embarrassment theory studies the effect that a person's social identity has on their level of embarrassment. second hand he experiences, as a result of viewing a post on social media. Social identity theory suggests that people are aware of their social groups and that these groups are important to how they think or feel about themselves as individuals (Tajfel & Turner, 197494). SIT also argues that once people associate with a group, they will strictly refer to their own group as "us" and the other group as "them." This will encourage individuals to act differently towards those who are not part of their group (Kruglanski, Higgins, & Van Lange, 2012). SIT focuses more on categorizing individuals into groups. Second-hand embarrassment theory takes up only some ideas from SIT, such as the idea that the level of social identity a person has with a group will influence their behavior towards it. Social identity theory only covers face-to-face interactions, but our theory introduces communication through a different channel, in...