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“Activating Change: The Role of Information and Beliefs in Social Activism”

Amrita Dhillon

King’s College London

Abstract: While online activism, often promoted by Non-Government Organizations (NGOs) to support social causes, has become increasingly common in recent years, it is unclear what drives it and how it can be enhanced. We investigate the impact that information about the social problem and beliefs about others' engagement have on online activism aimed at combating corruption in the health sector during the COVID-19 pandemic in India. In collaboration with a local NGO, we conducted an online survey experiment with nearly 2,000 Indian men to examine engagement with three common forms of online activism: petitioning, donating money, and watching a ``how-to-act" video. In different treatment groups, we either provide information about the social problem, correct misaligned beliefs about others' willingness to act, or both. Participants are then cross-randomized to either engage in one of the three forms of activism or choose between them. While petitioning increases with information about the social problem and others' engagement, donations and video viewing remain unaffected. Additionally, allowing participants to choose their form of activism decreases overall engagement