Social networking sites are expanding the horizons of awareness campaigns by creating avenues for mass diffusion. The Ice Bucket Challenge, an ALS awareness campaign, diffused globally on social media platforms. The purpose of this research is to investigate the public perception of the Ice Bucket Challenge and its name calling strategy. The name calling strategy identified individuals by name and publicly nominated them on social media to participate in the campaign. This study investigates psychological reactance in the unique context of an interactive social media-based campaign. It seems that the name calling strategy was not perceived as a threat to freedom because it was communicated through close personal relationships on social networking sites. While the name calling strategy seems to have been a powerful propellant for diffusing the Ice Bucket Challenge, it also had an excluding effect. Nearly half of those did not participate in the Ice Bucket Challenge (46.1%) reported that they would have participated if they had been nominated.
|Advisor:||Kim, Do Kyun|
|Commitee:||Holmes, Patricia A., Winters, Caryn|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 54/06M(E), Masters Abstracts International|
|Keywords:||Awareness campaign, Diffusion of innovations, Ice bucket challenge, Psychological reactance, Social networking sites|
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