Document Types

Paper Presentation

Research Advisor (Last Name, First Name, Middle Initial)

Wilfred Luis L. Clamor

Abstract/Executive Summary

With the rise of social media platforms, Twitter has become a medium for connecting and encouraging individuals to participate in digital activism. However, there is a lack of literature that encompasses the digital activism behavior of Filipinos. Thus, this study applies the theory of planned behavior (TBP) and self-efficacy theory to measure the attitude towards digital activism (AT), subjective norms (SN), Twitter engagement efficacy (TE), and behavioral intentions (BI) affecting Filipinos’ digital activism engagement. An online cross-sectional survey was conducted among college students from Manila (n=104). The results revealed that attitude towards digital activism, Twitter engagement efficacy, and behavioral intentions have a significant effect on the digital activism engagement of an individual while subjective norms showed a weak correlation. Furthermore, respondents who have an interest and willingness to engage have shown a higher intention of participating in digital activism on Twitter.

Keywords

Twitter, digital activism engagement; theory of planned behavior; self-efficacy theory; college students

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Media and Philippine Studies (MPS)

Start Date

12-5-2022 3:30 PM

End Date

12-5-2022 5:30 PM

Share

COinS
 
May 12th, 3:30 PM May 12th, 5:30 PM

Measures of Digital Activism Engagement on Twitter Among Filipino College Students

With the rise of social media platforms, Twitter has become a medium for connecting and encouraging individuals to participate in digital activism. However, there is a lack of literature that encompasses the digital activism behavior of Filipinos. Thus, this study applies the theory of planned behavior (TBP) and self-efficacy theory to measure the attitude towards digital activism (AT), subjective norms (SN), Twitter engagement efficacy (TE), and behavioral intentions (BI) affecting Filipinos’ digital activism engagement. An online cross-sectional survey was conducted among college students from Manila (n=104). The results revealed that attitude towards digital activism, Twitter engagement efficacy, and behavioral intentions have a significant effect on the digital activism engagement of an individual while subjective norms showed a weak correlation. Furthermore, respondents who have an interest and willingness to engage have shown a higher intention of participating in digital activism on Twitter.