You'll never walk alone: how online communication shapes digital health activism as prosocial collective action
- The aim of this study is to identify key determinants of the intention to engage in digital health activism. In addition to sociopsychological behavioral determinants based on the Norm Activation Model and the Social Identity Model of Collective Action, we focus on the influence of key features of online communication – anonymity and publicness. Results of a preregistered online experiment (N = 1,081) showed that both online and offline health activisms were related to the ascription of responsibility, outcome efficacy, and identification with those affected by the diseases (anorexia nervosa, endometriosis, or lipedema). However, these determinants were neither influenced by anonymity nor publicness of the health-related communication on social media despite a successful manipulation. Theoretical and practical implications are discussed.
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