Predicting Public Interest Issue Campaign Participation on Social Media

Predicting Public Interest Issue Campaign Participation on Social Media

This study investigates what motivates people to participate in a social media campaign in the context of animal protection issues. Structural equation modeling (SEM) tested a proposed research model with survey data from 326 respondents. Situational awareness, participation benefits, and social tie...

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Bibliographic Details
Main Authors: Jungyun Won, Linda Hon, Ah Ram Lee
Format: Article
Language:English
Published: University of Florida, College of Journalism and Communications 2018-06-01
Series:Journal of Public Interest Communications
Subjects:
Situational theory of publics
Social media campaign, Public interest communications
Participation benefits
Social ties
Online Access:http://journals.fcla.edu/jpic/article/view/106483

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