Exploring the Impact of Exposure to Social Networking Sites on Climate Activism among University Students: A Case of Islamabad, Pakistan

Aim of the Study: This cross-sectional, correlational research explores the relationship between the exposure to social networking sites and climate activism among the Islamabad-based Pakistani university students. Methodology: The quantitative survey study employed simple random sampling to collect data from a sample of 376 students. Two standardized scales, validated by the exploratory factor analysis, with the scale for Exposure to Social Networking Sites explained 63% of the variance, and the scale for Climate Activism exhibited 57% of the variance. The reliability analysis reflected strong internal consistency with Cronbach alpha (α) values 0.85 and 0.91 respectively. Findings: The findings of the study demonstrated a moderate positive correlation between exposure to social networking sites and climate activism (r = 0.457), with the independent variable significantly predicting climate activism (R² = 0.320). The application of independent sample t-test showed that female university students scored higher than their male counterparts on the variables of social networking sites and climate activism, whereas the academic qualification did not depict significant impact. Conclusion: The study underscored the role of social media in promoting awareness and advocacy among the Pakistani university students on climate change, stressing the potential of these sites for environmental awareness and activism.