Project: Online engagement
Posted on June 1, 2016
A significant portion of pro-veg activism plays out online on social networks with individuals typically reached directly, through news or advertisements, or indirectly, through their friends. However, we are yet to develop an understanding of the patterns of online behavior in response to pro-veg outreach beyond the total numbers of shares, likes, button clicks or page visits we get for particular messages.
This research aims to fill some of the gaps in our understanding of online engagement and develop recommendations to increase the effectiveness of online vegan outreach. Details of the research protocol are currently in development. After a period of exploratory research and hypothesis generation, we are planning a pre-registered confirmatory study with a pre-announced research protocol. We expect the study to be conducted over many months and completed in 2017.