Understanding Supporters Response to Online Petitions: A Value System Moderated Perspective
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2025-01-07
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2362
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Understanding the effectiveness of online petitions is vital for social change and inclusion. In recent years, the use of online petitions across various cultural contexts has grown rapidly. Although supporting an online petition is voluntary, individual contextual cultural values can influence supporters’ decision to align with an outcome. We theorize that an individual’s value system amplifies the effectiveness of linguistic persuasive appeals on the success of online petitions. Using dataset on online petitions from Change.org we test our thesis. Overall, our results suggest that persuasive appeals such as cognitive, emotional, and moral appeal cues are influenced by an individual’s harmony, embeddedness, hierarchy, mastery, affective autonomy, intellectual autonomy, and egalitarianism values and that culture, in terms of geographical locations may serve as boundary condition.
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Communication, Digital Conversation, and Media Technologies, africa, appeal, petitions, values, western.
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10
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Proceedings of the 58th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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