Social media en social entrepeneurship (KB-16-001.06-006)

In this study we look at the various possibilities offered by social media to engage in social relations and social capital building for social innovation (new coalitions , new organizational forms , new ways of activating and mobilizing etc.). The focus lays on the extent to which social media is affecting information processing. More specific, we explore whether the same information through various channels (e.g., social media vs. mail vs. folder) has a different effect on consumers' attitudes and intentions regarding sustainable choices. We also investigate why this effect occurs. Social media might have a different influence via the underlying mechanism of public commitment, , social identification, experienced emotions or enterainment of the message.