#SupportTheCause: Identifying motivations to participate in online health campaigns

We consider the task of automatically identifying participants’ motivations in the public health campaign Movember and investigate the impact of the different motivations on the amount of campaign donations raised. Our classification scheme is based on the Social Identity Model of Collective Action (van Zomeren et al., 2008). We find that...

The influence of prosocial norms and online network structure on prosocial behavior: An analysis of Movember’s twitter campaign in 24 countries