Motivations underlying Latino Americans’ group-based social media engagement

Guided by the Social Identity Model of Collective Action, the current research utilizes a three-wave longitudinal study collected pre and post the 2020 U.S. Presidential election to examine the motivations underlying Latino Americans’ group-based social media engagement (N = 1,050). Results revealed that Time 1 group (Latino) identity increased Time 2 perceptions of social media as efficacious in improving group outcomes, which in turn increased Time 3 group-based social media engagement. Although T1 Latino identification was not significantly associated with T2 perceptions of personal or group-based injustice, the former (but not the latter) increased T3 group-based social media engagement. Our findings reflect that marginalized group members engage with social media in part because they believe it is efficacious in improving their disadvantageous group status. This may be an especially attractive strategy for those who face individual experiences of unjust treatment.