Digital Advocacy for Dignity: Examining the Role of Facebook in Promoting Environmental Justice and Social Resilience in Sindh

This study aims to analyze role of Facebook as a digital advocacy tool for environmental justice, human dignity, and social resilience for its users in Sindh, Pakistan. Grounded in civic engagement and digital empowerment theories, the study explains how Facebook use impacts the construction of knowledge around environmental rights, ideas of dignity, and community resilience while analysing the moderating effects of digital literacy and content trust. A cross-sectional survey design was used, and data were collected from various users of Facebook across urban and rural contexts. Quantitative analyses show that Facebook contributes moderately to awareness regarding environmental justice (M = 3.20) and shows confidence in the new medium (M = 3.05) but lags on perceptions of human dignity (M = 2.80) and social resilience (M = 2.50). Moderation analysis results show that digital literacy and trust in content significantly shape these relationships, often enhancing the transformative potential of Facebook under such conditions. In summary, while social media can stimulate civic awareness and digital empowerment, the actual ability to generate dignity and resilience outcomes will depend on user capacity and content credibility. The result will effectively open a front toward using social media for environmental equity and inclusive development in marginalized areas by strengthening digitals capacities and building trust in content.