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Using the theory of planned behavior, self-efficacy, and impression management to predict digital activism activities


  • Aaron Noland James Madison University


Social media activism, slacktivism, theory of planned behavior, self-efficacy


Social media has evolved as a space for connection, advocacy, and commerce in recent years.  Advocacy groups and organizations have been called to engage stakeholders on the Internet generally, and social media specifically as the pervasiveness of online presence has increased.  To begin to help organizations develop this strategy this study seeks to answer the question: why do users engage in online activism via social media? To predict these online activism behaviors, this research tests six competing models of The Theory of Planned Behavior using a structural equation modeling approach.  The results suggest these models, particularly by adding self-efficacy, may help organizations develop an effective social media strategy targeting stakeholders.


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