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The Potential of Internet Mobilization: An Experimental Study on the Effect of Internet and Face-to-Face Mobilization Efforts

In recent years, voluntary associations and political organizations have increasingly relied on Internet-based mobilization campaigns, replacing traditional forms of face-to-face recruitment and mobilization. Within the literature, one can observe an intensive debate about the possible consequences of this transition. Most importantly, the question is whether political mobilization through the Internet is just as effective as mobilization in a face-to-face setting. In this article, we report on a mobilization experiment using both traditional (face-to-face) and modern (Web site) incentives for mobilization. The experiment was conducted among undergraduate students in Belgium and Canada and included a test of medium-term mobilization effects. Results suggest that the Internet is successful in transferring knowledge and raising issue salience among respondents, but neither experimental manipulation led to significant behavioral changes. We do not find any indication that among this experimental sample Internet-based mobilization would be less effective than traditional face-to-face forms of mobilization.