Perceived motives help explain why some online campaigns fail to… | HappeningNow.news

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Perceived motives help explain why some online campaigns fail to mobilize support

Flinders University researchers have examined the role social media plays in expanding social movements and found that perceptions of online activists' motives can significantly affect others' willingness to participate.

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Flinders University researchers investigated how social media influences the growth of social movements and discovered that people’s perceptions of online activists’ motives can markedly shape their willingness to join those movements. Their analysis suggests that perceived motives act as a key factor in either encouraging or deterring participation. The findings were detailed in a study published in the journal New Media & Society.

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