Profiling Internet Users' Participation in Social Change Agendas

Title: Profiling Internet Users' Participation in Social Change Agendas

Research Question: How can Q-methodology be used to profile Internet users' participation in social change agendas?

Objective: The study aims to develop a social marketing framework combined with social network theory to profile the roles and relationships of various stakeholders involved in diffusing social ideas and actions in an online context.

Methodology: The researchers used Q-methodology, a qualitative research technique, to analyze the data. They created a questionnaire with statements related to Internet users' participation in social change agendas. Participants were asked to rank these statements based on their agreement or disagreement. The ranked statements were then used to create a set of unique individual profiles.

Results: The study found that social, attitudinal, and psychological variables play a significant role in explaining Internet users' willingness to participate in social change agendas online. Factors such as anonymity, perceived risk, and trust influenced online behavior and participation in social change. The researchers were able to create attitude-based profiles of Internet users involved in online social change agendas.

Implications: The findings of this study have important implications for non-profit organizations and government bodies trying to mobilize individuals to participate in community-based interventions of social concern. By understanding the profiles created using Q-methodology, these organizations can devise better online social change strategies in the future. This research also contributes to the existing body of knowledge on Internet users' participation in social change agendas by emphasizing the importance of social, attitudinal, and psychological variables.

Link to Article: https://arxiv.org/abs/0109058v1 Authors: arXiv ID: 0109058v1