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Clicktivism refers to the use of social media and the Internet to advance social causes. It uses the metrics available through Web analytics to optimize Web pages, emails and online petitions. This optimization is meant to increase user engagement and maximize a campaign's page views.
Clicktivism is a controversial form of digital activism. Proponents believe that applying advertising principles such as A/B testing increases the impact of a message by leveraging the Internet to further its reach. Opponents believe that clicktivism reduces activism to a mere mouse-click, yielding numbers with little or no real engagement or commitment to the cause.