Identifying the Predictors of Participation in Facebook Pictivism Campaigns. (August 2017)

• Record Type: Journal Article
• Authors: Oeldorf-Hirsch, Anne; McGloin, Rory
• Is Part Of: Social media + society. Volume 3:Number 3(2017:Jul./Sep.)
• Publication Date: 2017-08
• Subjects: clicktivism -- pictivism -- online social campaigns -- Theory of Reasoned Action -- Technology Acceptance Model -- Facebook; Social media -- Periodicals; Social media -- Social aspects -- Periodicals; 302.231
• DOI: 10.1177/2056305117727637
• Languages: English
• ISSNs: 2056-3051

Abstract

In recent years, several online social campaigns have encouraged individuals to change their Facebook profile pictures for a cause, such as the Human Rights Campaign's red and pink equal sign in support of same-sex marriage. These "pictivism" campaigns allow individuals to express themselves and participate in a low effort campaign to raise awareness about an issue among their social network. Given the prevalence and potential impact of these campaigns, it is important to understand what predicts one's participation. This study applies elements of the Theory of Reasoned Action and Technology Acceptance Model in an online survey ( N = 300) of Facebook users to investigate which individual and social factors predict participation in these campaigns. Results indicate that attitudes toward participation are predicted by network norms about participation, ease of participation, and perceived usefulness of participation. In turn, these attitudes predict intention to participate and actual participation. These results imply that participation is influenced both by factors surrounding the message of the campaign and by the norms of the network itself. This work extends Theory of Reasoned Action and Technology Acceptance Model to understanding participation in online social campaigns, with considerations for key limitations in this context.