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.