The Effect of Social Media Campaigns and Issue Salience with Moderating Role of Online Network Diversity
Abstract
Social media campaigns have transformed the dynamics of communication, enabling rapid dissemination of information and mobilization of public opinion. This study examines the effect of social media campaigns on issue salience, with a particular focus on the moderating role of online network diversity. Social media campaigns are defined as organized digital communication efforts aimed at raising awareness and influencing public perception, while issue salience refers to the degree to which a particular issue is perceived as important by the public. Drawing upon agenda setting theory and network theory, this study proposes that social media campaigns significantly influence issue salience by amplifying messages, shaping narratives, and increasing visibility. Hashtag activism and digital campaigns provide platforms for marginalized voices and facilitate public discourse, thereby elevating the prominence of social and political issues. Additionally, research suggests that high salience issues are more persuasive and attract greater engagement in campaigns. Online network diversity, defined as the extent to which individuals are exposed to diverse viewpoints within their digital networks, is hypothesized to moderate this relationship. Diverse networks reduce echo chambers and enhance exposure to varied perspectives, thereby influencing how issues gain salience. A quantitative research design was employed using survey data collected from 330 respondents. Smart PLS was used to analyze the structural relationships among variables. The findings reveal that social media campaigns significantly enhance issue salience, and online network diversity strengthens this relationship. Individuals exposed to diverse networks are more likely to perceive issues as important due to increased information variety and reduced bias. The study contributes to the literature by integrating communication, network, and behavioral perspectives. It highlights the importance of designing inclusive and diverse online environments to maximize the impact of social media campaigns. The findings provide practical implications for policymakers, marketers, and activists seeking to influence public opinion and drive social change.
Copyright Notice Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, will not be published elsewhere in the same form, in English or in any other language, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication. Copyrights for articles published in IJSSA journal are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author’s responsibility to bring an infringement action if so desired by the author.
