Issue-Specific Engagement: How Facebook Contributes to Opinion Leadership and Efficacy on Energy and Climate Issues

Abstract

Although social media are increasingly studied for their political impact, not enough is known about how distinct forms of Facebook activity, such as general news consumption and expression vs. issue-specific engagement, explain orientations toward a particular issue. Using a Republican sample, we demonstrate that only issue-specific engagement on Facebook—and not other forms of online behaviors—is consistently associated with a greater sense of personal influence on the issue of climate change and energy, which suggests that distinguishing between types of Facebook activity is important.

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