Profiling Internet Users' Participation in Social Change Agendas: An Application of Q-Methodology

Title: Profiling Internet Users' Participation in Social Change Agendas: An Application of Q-Methodology

Abstract: This study used Q-methodology to create profiles of Internet users' roles and relationships in diffusing social ideas and actions online. The research aimed to understand what motivates people to participate in online social change agendas. The authors used a social marketing framework combined with social network theory, and their findings led to the development of five idealized models based on Internet users' beliefs and attitudes about social change programs online. They concluded that future research should continue to profile the dynamic and complex nature of online users using a Q-methodology approach.

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

Methodology: The authors used Q-methodology, a qualitative research technique that involves the development of subjective scales based on participants' responses to a set of statements. This approach allows for the identification of different perspectives or viewpoints within a group. In this study, participants were asked to rank a set of statements related to their beliefs and attitudes about social change programs online. The rankings were then analyzed to create the five idealized models.

Results: The analysis of the participants' rankings led to the development of five idealized models, each representing a different perspective on online social change participation. These models highlighted the diverse range of beliefs and attitudes among Internet users and provided insights into what motivates them to participate in online social change agendas.

Implications: The study suggests that future research should continue to use Q-methodology to profile the dynamic and complex nature of online users. This approach can help to better understand the factors that influence online participation in social change agendas and inform the development of more effective online social marketing campaigns. Additionally, the study's findings can help policymakers and social marketers to better understand the diverse range of perspectives among Internet users and tailor their strategies to engage these different groups in online social change efforts.

Link to Article: https://arxiv.org/abs/0109058v2 Authors: arXiv ID: 0109058v2