Abstract
The research aims to explore significant psychological determinants and factors of success of online movements actualizing offline. Research discovers and highlights the key competencies of online leaders; the major individual differences of on-line and off-line activists, describes significant determinants of users’ behavior engagement from social media communication online to political activism offline. Sample: (n = 1000) Russian social media users, bloggers, online political activists. Methodology includes: Online surveys, Focus groups, Social experiments, Expert interviews, Social network analysis, Content analysis of social media content, Retrospective case study of cases of political activism and social movements (Russia, USA, Middle East). Findings: A Model of users’ behavior engagement from online communication to offline action was built. The significant psychological factors, empowering social media users engagement in political and social activism were described.
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