Motivations underlying Latino Americans' group-based social media engagement.

This article examines the psychological motivations underlying Latino Americans' group-based social media engagement using the Social Identity Model of Collective Action (SIMCA) in a three-wave longitudinal study conducted around the 2020 U.S. Presidential election (N = 1,050). Findings indicate that stronger Latino identification before the election increased perceptions of social media efficacy—defined as the belief that social media actions can improve group outcomes—which subsequently predicted greater group-based social media engagement after the election. Personal experiences of discrimination, but not perceptions of group discrimination, also predicted increased social media engagement, while collective efficacy (belief in the group’s ability to effect change) was not a significant motivator for online engagement. The study highlights social media’s role as a tool for marginalized groups like Latino Americans to affirm identity, seek support, and mobilize politically, emphasizing the distinct psychological processes involved in online versus offline collective actions.