Allyson Kapin looks into some research into how social media affects the real actions of people with non-profit organizations, and finds conflicting opinions.
However, according to the study The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action, published in the Journal of Consumer Research and conducted by PhD student Kirk Kristofferson and professors Katherine White and John Peloza, “charities incorrectly assume that connecting with people through social media always leads to more meaningful support.”
See original article at frogloop.com
