Like to Engage: A Multilevel Analysis of Connective Action on Facebook

• In Event: Political Facebooking

Abstract

This paper presents the results of an empirical study on the use of Facebook groups and pages for connective action. More specifically, the substrate for civic action (i.e. self-efficacy and involvement) and general motivations for using Facebook (i.e. self-presentation and social connection) are juxtaposed in explaining individual action. Second, drawing upon literature on the interface of individual and collective efficacy, we question the extent to which personal efficacy, as well as individual and collective action, explains the perception of collective efficacy.

The results, based on 73 groups/pages and 774 individual users, suggest a substantial confound of involvement with the issue and self-efficacy on the one hand with the dominant self-presentational and social connective motivations on the other in explaining individual action. Furthermore, besides personal efficacy, collective efficacy is explained by social factors (i.e. social connection and actual collective behaviour within groups and pages).

Authors

• Cedric Courtois, U of Leuven

• Pieter Verdegem, Ghent U