Measures of Digital Activism Engagement on Twitter Among Filipino College Students

• Main Authors: Abing, Mary Marguerithe Y., Marasigan, Isabella Rose S., Moriyama, Yzza Ayumi N., Quioc, Emilia Francesca V.
• Format: text
• Published: Animo Repository 2022
• Subjects: Twitter, digital activism engagement; theory of planned behavior; self-efficacy theory; college students; Social and Behavioral Sciences
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2022/paper_mps/8; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1012&context=conf_shsrescon
• Institution: De La Salle University

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.