The more the merrier? The effects of system-aggregated group size information on user's efficacy and intention to participate in collective actions

Abstract

PurposeSocial media platforms are increasingly used by activists to mobilize collective actions online and offline. Social media often provide visible information about group size through system-generated cues. This study is based on social cognitive theory and examines how visible group size on social media influences individuals' self-efficacy, collective efficacy and intentions to participate in a collective action among groups with no prior collaboration experiences.Design/methodology/approachA between-subject online experiment was conducted with a sample of 188 undergraduate participants in a large public university in the United States. Six versions of a Facebook event page with identical contents were created. The study manipulated the group size shown on the event page (control, 102, 302, 502, 702 and 902). Participants were randomly assigned to one of the six conditions and asked to read and assess an event page that calls for a collective action. Then their collective efficacy, self-efficacy and intentions to participate were measured.FindingsThe results showed that the system-aggregated group size was not significantly associated with perceived collective efficacy, but there was a curvilinear relationship between the group size and perceived self-efficacy. Self-efficacy partially mediated the relationship between group size and intentions to participate; collective efficacy did not.Originality/valueThe study contributes to social movement theories by moving beyond personal grievance and identity theories to examine how individuals' efficacy beliefs can be affected by the cues that are afforded by social media platforms. The study shows that individuals use system-generated cues about the group size for assessing the perceived self-efficacy and collective efficacy in a group with no prior affiliations. Group size also influenced individual decisions to participate in collective actions through self-efficacy and collective efficacy.

Social Support and Well-being among Relocating Women: The Mediating Roles of Resilience and Optimism

“…In any event, the information may leave individuals with feelings of inefficacy that impair resilience. Indeed, several recent studies have indicated that social media overload may be aversive (Islam et al, 2020) and that sizeable groups on Facebook hinder self-efficacy (Lee & Littles, 2020). Furthermore, a recent study indicated that a great deal of medical information provided during the COVID-19 pandemic to citizens impaired their level of compliance with guidelines (Pollak et al, 2020).…”

The larger, the fitter, the better: clans' evolution, social capital and effectiveness

“…Larger clans also tend to be more effective as the larger the team, the more people contribute to its construction. Lee and Littles (2020) also found that in comparison to small teams, large teams have the "initial critical mass of people with the motivation and resources to act" (p. 193). Unlike teams with formal organization that find size to be a liability (Wincent et al, 2010), size is advantageous for clans to achieve good performance.…”

What makes people engage in civic activism on social media?

“…Chen et al , 2019; Gastil and Xenos, 2010; Gil de Zúñiga et al , 2012; Golan and Lim, 2016; Jung et al , 2011; Pinkleton et al ., 2012; Velasquez and LaRose, 2015). According to Lee and Littles (2020), however, one of the challenges of seeing the “complete picture” based on the studies that examine political efficacy is that it is conceptualized and measured in disparate ways.…”

“…expressing political views or obtaining a political objective) using social media (e.g. Golan and Lim, 2016; Lee and Little, 2020; Velasquez and LaRose, 2015). This particular type of efficacy is often labeled as internal political efficacy, referring to the internal feelings of personal confidence in one's competence to participate in politics (Chan et al ., 2017; Hoffman and Thomson, 2009; Tedesco, 2011).…”