The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior: An Analysis of Movember’s Twitter Campaign in 24 Countries

Tijs Adriaan van den Broek, Ariana Need, Michel Léon Ehrenhard, Anna Priante, Djoerd Hiemstra

Abstract

Sociological research points at norms and social networks as antecedents of prosocial behavior. To date, the literature remains undecided on how these factors jointly influence prosocial behavior. Furthermore, the use of social media by campaign organizations may change the need for formal networks to organize large-scale collective action. Hence, in this paper we examine the interplay of prosocial norms and the structure of online social networks on offline prosocial behavior. For this purpose we use donation data from the global Movember campaign, messages about the Movember campaign on the online social networking site Twitter, and data from the World Giving Index. A multi-level analysis of Movember’s campaigns in 24 countries finds support for the logic of connective action: larger and more decentralized networks raise more donations. Furthermore, we find that the effect of prosocial norms on donations is decreased by larger and denser campaign networks.
Original languageEnglish
Number of pages15
StatePublished - Nov 2015
EventSocial Media, Activism, and Organisations - London, United Kingdom

Conference

ConferenceSocial Media, Activism, and Organisations
Abbreviated title#SMAO15
CountryUnited Kingdom
CityLondon
Period6/11/156/11/15

Fingerprint

campaign
donation
network
behavior
social network
twitter
multi-level analysis
social media
social research
collective behavior
structure
influence exertion
networking
organizations
index
data
action
world
effect

Keywords

  • EWI-26681
  • METIS-315155
  • IR-99048

Cite this

van den Broek, Tijs Adriaan; Need, Ariana; Ehrenhard, Michel Léon; Priante, Anna; Hiemstra, Djoerd / The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior : An Analysis of Movember’s Twitter Campaign in 24 Countries.

2015. Paper presented at Social Media, Activism, and Organisations, London, United Kingdom.

Research output: Scientific - peer-reviewPaper

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title = "The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior: An Analysis of Movember’s Twitter Campaign in 24 Countries",
abstract = "Sociological research points at norms and social networks as antecedents of prosocial behavior. To date, the literature remains undecided on how these factors jointly influence prosocial behavior. Furthermore, the use of social media by campaign organizations may change the need for formal networks to organize large-scale collective action. Hence, in this paper we examine the interplay of prosocial norms and the structure of online social networks on offline prosocial behavior. For this purpose we use donation data from the global Movember campaign, messages about the Movember campaign on the online social networking site Twitter, and data from the World Giving Index. A multi-level analysis of Movember’s campaigns in 24 countries finds support for the logic of connective action: larger and more decentralized networks raise more donations. Furthermore, we find that the effect of prosocial norms on donations is decreased by larger and denser campaign networks.",
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van den Broek, TA, Need, A, Ehrenhard, ML, Priante, A & Hiemstra, D 2015, 'The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior: An Analysis of Movember’s Twitter Campaign in 24 Countries' Paper presented at Social Media, Activism, and Organisations, London, United Kingdom, 6/11/15 - 6/11/15, .

The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior : An Analysis of Movember’s Twitter Campaign in 24 Countries. / van den Broek, Tijs Adriaan; Need, Ariana; Ehrenhard, Michel Léon; Priante, Anna; Hiemstra, Djoerd.

2015. Paper presented at Social Media, Activism, and Organisations, London, United Kingdom.

Research output: Scientific - peer-reviewPaper

TY - CONF

T1 - The Influence of Prosocial Norms and Online Network Structure on Prosocial Behavior

T2 - An Analysis of Movember’s Twitter Campaign in 24 Countries

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AU - Hiemstra,Djoerd

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