Act or interact? The perceived influence of social media on millennial prosocial behaviours

Abstract: With modern communication technology advancements, activist expression has become more common on social media platforms. Especially susceptible to these expressions is the millennial generation, whose lives are greatly permeated by media technology. This thesis aims to explore in what ways the social media platform Facebook inuences millennials’ motivation to engage in substantial prosocial behaviours that are intended to benet other people or society as a whole. Through mixed-method research design, participants’ attitudes towards Facebook as a platform for activism and its inuence on prosocial motivational aspects, was explored. Results indicated that previous habits of supportive engagement and the cost of the supportive action inuenced how the likeliness and motivation to engage in substantial supportive actions was aected by Facebook interaction. More precisely, higher levels of previous engagement, as well as engagement in costly, prosocial actions contributed to an increased motivation to engage further in such actions. Furthermore, social and contemporary aspects showed to play a large part for participants’ motivation to engage in costly and substantial prosocial actions.‌