Social media use and university students’ participation in a large-scale protest campaign: The case of Hong Kong’s Umbrella Movement

Abstract

This study examines the impact of social media use on participation in large-scale protest campaigns that feature a range of participation opportunities. It develops a theoretical model which distinguishes between support generation and behavior activation effects, differentiates collective action, digital, and personalized action participation, and posits social media use as a mediator between social psychological predictors of protest behavior and actual participation. The empirical analysis focuses on Hong Kong’s Umbrella Movement in 2014. Analyzing a probability sample of university students (N=795), the findings show that sharing political information and direct connections with political actors via social media have significant impact on both support for and participation in the Umbrella Movement. Social media use has effects on each dependent variable in the causal chain even after all the immediate causes are controlled. Social media use also mediates part of the impact of general political awareness, efficacy, and grievances on movement support and participation.