Political consumerism: Civic engagement and the social media connection

Homero Gil de Zúñiga, Lauren Copeland, Bruce Bimber

Research output: Contribution to journalArticlepeer-review

144 Scopus citations


An ongoing debate concerns the extent to which political consumerism constitutes political behavior. To address this debate, researchers have examined several predictors of political consumerism, but have not focused on its communicative dimensions, especially with respect to digital media. In this study we conceptualize political consumerism as a form of civic engagement, and we theorize that people who use social media are more likely to engage in political consumerism than those who do not. Using original survey data collected in the US, we find that political consumerism is more closely related to civic engagement than it is to political participation, and that use of social media mediates the relationship between general Internet use and political consumerism.

Original languageEnglish (US)
Pages (from-to)488-506
Number of pages19
JournalNew Media and Society
Issue number3
StatePublished - May 2014

All Science Journal Classification (ASJC) codes

  • Communication
  • Sociology and Political Science


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