Investigating Ice Bucket Challenge participation and gender effects on self-monitoring and general causality orientation.

Student, A., (2019) Investigating Ice Bucket Challenge participation and gender effects on self-monitoring and general causality orientation. Undergraduate theses, University of Chichester.

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Introduction: Identifying individual differences that encourage or discourage participation in online social media issue campaigns (OSMIC) is essential in guiding policymakers on tackling risky or irresponsible campaigns while simultaneously offering potential benefits for online public health campaigns. This study aims to answer whether OSMIC participation is strategic and whether social pressure moderates OSMIC participation. This study will also explore whether Ice Bucket Challenge (IBC) participation facilitates future OSMIC participation. Method: The study employed a 2 (nomination outcome; participation and non-participation) x 2 (gender; male and female) between-subjects retrospective causal-comparative design. The study’s 180 participants comprising 121 (67%) females and 59 males completed an online survey measuring self-monitoring, general causality orientation (autonomous and controlled) and the likelihood of future OSMIC participation. Results: Univariate analysis of variance provided no significant interaction between nomination outcome and gender on self-monitoring, autonomous orientation or controlled orientation. Females reported significantly higher autonomous orientation and significantly lower controlled orientation than males. IBC participants were significantly more likely to undertake a similar future challenge than IBC non-participants. Discussion: IBC participation encourages future participation. Likewise, those who had participated in a previous OSMIC were consequently more likely to undertake the IBC. Similar reports of outcome variable within gender groups implies other factors are at play in determining OSMIC nomination outcome. This study identifies and discusses possible moderating factors.

Publication Type: Theses (Undergraduate)
Uncontrolled Keywords: Ice Bucket Challenge, self-monitoring, general causality orientation, participation, social media
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Academic Areas > Institute of Education, Social and Life Sciences > Psychology
Student Research > Undergraduate
Depositing User: Wendy Ellison
Date Deposited: 04 Dec 2019 10:17
Last Modified: 04 Dec 2019 10:17

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