This study investigates whether social media campaigns can recruit new activists or transform public attitudes. Using a randomized field experiment in Bulgaria via Facebook and email newsletter,
Data & Methods
- Collaborated with an environmental campaign.
- Compared outcomes across different intervention groups (Facebook vs. Email).
Key Findings
- Campaigns effectively recruit individuals already predisposed to activism or highly educated.
- Characteristics and prior engagement predict participation more than the campaign itself alters opinions or knowledge.
- No substantial evidence suggests campaigns significantly change broader public perspectives on civic society's effectiveness, environmental issues, or self-reported behavior.
The study concludes that common social media campaigns primarily serve an organizational function by selecting specific individuals rather than achieving widespread transformative effects.
