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Field
Abstract
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Before
We measure the causal impact of comment sections on social media posts promoting racial justice. Conducted in two phases, it involves an online field experiment with over millions of Facebook users. We first collect and analyze comments to understand how political ideology influences engagement with posts. We then evaluates how exposure to different comment narratives affects subsequent engagement (comments, views), intentions (clicks), and off-platform behaviors (donations, petitions).
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After
We measure the causal impact of comment sections on social media posts promoting racial justice. Conducted in two phases, it involves an online field experiment with over millions of Facebook users. We first collect and analyze comments to understand how political ideology influences engagement with posts. We then evaluates how exposure to different comment narratives affects subsequent engagement (comments, views), intentions (clicks), and off-platform behaviors (mailing list sign-up, donations).
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Field
Trial Start Date
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Before
July 01, 2024
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After
January 15, 2025
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Field
Last Published
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Before
March 25, 2025 04:49 PM
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After
March 25, 2025 09:35 PM
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Field
Intervention Start Date
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Before
July 01, 2024
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After
March 25, 2025
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Field
Primary Outcomes (End Points)
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Before
engagement (comments, views), intentions (clicks), and off-platform behaviors (donations, petitions)
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After
engagement (comments, views), intentions (clicks), and off-platform behaviors (mailing list sign-up, donations)
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Field
Planned Number of Clusters
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Before
200 zip codes sets X 4 conditions per zip code = 800 clusters
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After
Around 150 clusters
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Field
Planned Number of Observations
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Before
3 million facebook users
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After
1.5-2 million Facebook users
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Field
Sample size (or number of clusters) by treatment arms
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Before
750,000 control (no comments), 750,000 treatment 1 (all comments), 750,000 treatment 2 (progressive comments), 750,000 treatment 3 (conservative comments)
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After
Around 450,000 control (no comments), 450,000 treatment 1 (mixed comments), 450,000 treatment 2 (progressive comments), 450,000 treatment 3 (conservative comments)
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