Cyberactivism: Empowering Advocacies for Public Policy
نویسندگان
چکیده
This paper endeavours to introduce cyberactivism as an emerging social marketing paradigm for public policy, awareness and support. In particular, the paper introduces the concept of social marketing and examines how cyberactivism can be used as a social marketing tool for public policy, awareness and support using two case study analyses. The outcome from the analyses indicated that cyberactivism enables a fast dissemination of information among social advocates and the general public in the cyber space in delivering advocated social information and feedback, and has been successful in changing public policy and increasing public awareness and support towards social goals. The prospects and future research directions for activism in the cyberspace are also presented. Notably, the paper empirically elucidates the imperative need to address improved strategies and tactics, technology and education for cyberactivism engagement in order for the Internet to become a force for the public social marketing cause agenda.
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