How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour
In recent years, token acts of online support, also known as Clicktivism, have received much criticism for decreasing subsequent prosocial behaviour. However, it is unclear when and why individuals perform less prosocial behaviour after engaging in Clicktivism. Participants in the present study w...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/76611 |
| _version_ | 1824455539917062144 |
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| author | Tan, Si Jin Wang, Kelvin Wen Hsing Ong, Kheng Hian |
| author2 | Kim Hye Kyung |
| author_facet | Kim Hye Kyung Tan, Si Jin Wang, Kelvin Wen Hsing Ong, Kheng Hian |
| author_sort | Tan, Si Jin |
| collection | NTU |
| description | In recent years, token acts of online support, also known as Clicktivism, have received much
criticism for decreasing subsequent prosocial behaviour. However, it is unclear when and why
individuals perform less prosocial behaviour after engaging in Clicktivism. Participants in the
present study were assigned to one of three experimental groups: reading an article without
signing a petition, or signing a public or private online petition. Moral licensing effects were
observed among those who had signed a petition, such that they were less likely to donate to the
same social cause. The social observability of an act of Clicktivism was found to have an
influence on subsequent prosocial behaviour in which moral licensing effects were more
pronounced in the private condition, as compared to those who did not sign a petition. Lastly, in
the public condition, perceived success in impression management was introduced to explain the
effects of moral licensing. Those with low perceived success of a public act of Clicktivism in
impression management were less likely to donate, as compared to those with high perceived
success. This study also builds on existing moral licensing literature and seeks to address the
ineffectiveness of Clicktivism. |
| first_indexed | 2025-02-19T03:39:49Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/76611 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2025-02-19T03:39:49Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | ntu-10356/766112019-12-10T13:23:05Z How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour Tan, Si Jin Wang, Kelvin Wen Hsing Ong, Kheng Hian Kim Hye Kyung Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Sociology::Social behavior In recent years, token acts of online support, also known as Clicktivism, have received much criticism for decreasing subsequent prosocial behaviour. However, it is unclear when and why individuals perform less prosocial behaviour after engaging in Clicktivism. Participants in the present study were assigned to one of three experimental groups: reading an article without signing a petition, or signing a public or private online petition. Moral licensing effects were observed among those who had signed a petition, such that they were less likely to donate to the same social cause. The social observability of an act of Clicktivism was found to have an influence on subsequent prosocial behaviour in which moral licensing effects were more pronounced in the private condition, as compared to those who did not sign a petition. Lastly, in the public condition, perceived success in impression management was introduced to explain the effects of moral licensing. Those with low perceived success of a public act of Clicktivism in impression management were less likely to donate, as compared to those with high perceived success. This study also builds on existing moral licensing literature and seeks to address the ineffectiveness of Clicktivism. Bachelor of Communication Studies 2019-03-29T05:26:43Z 2019-03-29T05:26:43Z 2019 Final Year Project (FYP) http://hdl.handle.net/10356/76611 en Nanyang Technological University 51 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Sociology::Social behavior Tan, Si Jin Wang, Kelvin Wen Hsing Ong, Kheng Hian How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title | How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title_full | How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title_fullStr | How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title_full_unstemmed | How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title_short | How clicktivism enables moral licensing : the effects of social observability and impression management on subsequent prosocial behaviour |
| title_sort | how clicktivism enables moral licensing the effects of social observability and impression management on subsequent prosocial behaviour |
| topic | DRNTU::Social sciences::Sociology::Social behavior |
| url | http://hdl.handle.net/10356/76611 |
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