Identifying Factors Leading to the Success of Social Justice Campaigns Driven by Social Networking Engines in Engaging the Online Youth Audience

Meher Naeem1, Rida Sarwar1 and Sarah Khan1
1Fast School of Management, National University of Computer and Emerging Sciences,,

Abstract: Background. In the recent years there has been a significant exposure to relatively new media for communication. The online social media networking engines has not only facilitated the business organization but has opened the gateways of expression for the consumers. Facebook, Twitter and YouTube are now considered one of the key media to initiate a campaign which becomes viral in no time. A high percentage of such campaigns are based on social justice related to the violence, criminal, and injustice incidents taking place in Pakistan. The objective of this study was to identify factors that are leading to potential engagement of the online audience in social justice campaigns on social networking engines. The procedure to evaluate these factors was followed by conducting an extensive literature review of global researches carried out on the similar grounds, and measuring the intensity of factors leading to audience engagement through regression and correlation techniques. The data collection was done through questionnaires to measures the response of the online youth audience engaging in social justice campaigns. The practical implications of this research are highlighted in the paper.

Aim: This study aims to identify the factors that lead to audience engagement in online social justice campaigns. These factors have been identified and their effect has been measured on audience engagement. The scope of the project has been confined to four factors that are affecting audience engagement in online social justice campaigns. The objectives have been achieved through quantitative analysis. The study aims to highlight either audience engagement in online social justice campaigns is creating awareness or not. The major focus of the study was on the factors and their impact on the audience engagement on social justice campaigns on social networking engines.

Methods: This research is a quantitative study, based on calculated results through the statistical analysis. The target audience whose response is measured is the youth between the ages of 18-25 years. They must be using social media for a year or more and have exposure to the online social justice campaigns on social media. The unit of analysis is the individual respondent selected by non-probability sampling which includes random sampling. The sample size was 200 respondents, and the study was cross-sectional in nature, where the data was collected at one point in time.

Findings: The analysis showed that where three items show an increasing awareness, one show a moderate increase and one shows a low increase in awareness. Hence, we can conclude that awareness is increasing regarding online social justice campaigns on social media, but is still in a development stage. There are many other media where information is being shared on hourly basis and updated every minute, social networking engines act as a support to share information, feeling and thoughts about what an individual thinks and belief.

Keywords and Phrases: Social Networking Engines, Social Awareness Campaigns, Online youth audience
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