I was requested to find measures for actual behavior, rather than behavioral intentions, to be used in online surveys. The problem is that, in my research, I compare Activism and Clicktivism and the action points that could be inserted in online surveys like subscribe buttons, comments, share of content, recommendations, links (...) could identify a Clicktivist's behavior, rather than an Activist's one.
Instead, I need behavioral measures exactly to separate Activism from Clicktivism and understand if real actions toward social change are taken.
Is this possible? If yes, how?
Thank you! :)
Hi Caterina.
Thanks for asking: what is the purpose of your research?
Activism and Clicktivism are not meaningful categories: some Activists create a lot of noise & activity that is counterproductive while people who only Click support for a cause show support for effective activists who use it to support their cause. It would be more useful to find out when, where and how clicks (petitions etc) make a difference in campaigns, e.g. by moving a cause one step closer to being achieved (i.e. up the campaign scale:
bit.ly/CampaignScale ), to answer questions such as What is the role of petitions? 'At what point in a campaign does a petition make a difference?
Good luck
Titus
Hello Titus!
Thanks for your reply.
This study focuses on consumer behavior, rather than brands (where we can differentiate woke washing from brand activism). My research aims at understanding if people showing clicktivism in relation to brand activism campaigns also take real action toward social change. Does Clicktivism deter them from taking real action?
Since I can only use surveys for this study, finding measures for actual behavior, which cannot be self-reported, is proving very difficult here.
Please, let me know if you have any other suggestions. Thank you again. Have a nice day,
Caterina
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