How social ties contribute to collective actions on social media: A social capital approach |
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| Affiliation: | 1. College of Journalism and Communications, University of Florida, G031 Weimer Hall, 1885 Stadium Road, PO Box 118400, Gainesville, FL, 32611, United States;2. College of Journalism and Communications, University of Florida, 3202C Weimer Hall, 1885 Stadium Road, PO Box 118400, Gainesville, FL, 32611, United States;1. Department of Communication, University of Maryland, College Park, United States;2. School of Advertising and Public Relations, University of Tennessee, Knoxville, United States;3. Walter Reed Army Institute of Research, United States;1. University of Oslo, Norway;2. University of Houston, School of Communication, 101 Communications Building, Houston, Texas 77204-3002, USA;1. College of Journalism and Communication, University of Florida, United States;2. King Abdulaziz University, Jeddah, Saudi Arabia;3. Robertson School of Media and Culture, Virginia Commonwealth University, United States |
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| Abstract: | In public relations research into civic engagement, the influence of social ties on the individual level has not been adequately studied from a social capital perspective. To fill this gap, this study conducts a one-factor between subjects experiment to examine the difference, if any, between the social influence of strong ties and of weak ties on individuals’ participation intentions in regard to collective actions. This study postulates collective efficacy as a factor possibly associated with the intention to participate in collective actions. The study findings suggest that advocacy about certain social causes, such as veterans affairs, have globally positive effects on publics’ civic engagement intentions, regardless of the norms of the social network with which the individuals are connected. Furthermore, collective efficacy was found to be positively associated with participation in collective actions. The theoretical and practical implications of these findings are discussed. |
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| Keywords: | Social ties Social capital Digital collective actions Collective efficacy |
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