#SupportTheCause: Identifying Motivations to Participate in Online Health Campaigns

by Dong Nguyen, Tijs van den Broek, Claudia Hauff (TU Delft), Djoerd Hiemstra, and Michel Ehrenhard

We consider the task of automatically identifying participants’ motivations in the public health campaign Movember and investigate the impact of the different motivations on the amount of campaign donations raised. Our classification scheme is based on the Social Identity Model of Collective Action (van Zomeren et al., 2008). We find that automatic classification based on Movember profiles is fairly accurate, while automatic classification based on tweets is challenging. Using our classifier, we find a strong relation between types of motivations and donations. Our study is a first step towards scaling-up collective action research methods.

The paper will be presented at the Conference on Empirical Methods in Natural Language Processing (EMNLP) on September 17-21, in Lisbon, Portugal.

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