How Zara got Detoxed by Greenpeace: An online content analysis from the Dragonfly Effect Model perspective

After the introduction of the Web 2.0 technologies many aspects of our social lives have undergone changes. Some social media platforms even became part of our daily routines. Non-governmental organizations such as Greenpeace, an international campaigning organization, also joined this bandwagon. They seek information, check others, follow links, post environmental awareness messages, promote their causes, appeal for donations, call for volunteers, discuss social issues, and advocate social change. However, until now academics did not cover the effects and results of their actual presence on social media for their campaigning purposes. This study is an attempt to set a step towards filling this gap. To do this, the underlying reasons to the success of Greenpeace in the ‘Zara Detox Campaign’ have been investigated deductively through the perspective of the Dragonfly Effect Model with a qualitative content analysis. Herewith, the question of how Greenpeace got the desired result through online social media platforms in such short time is shed light on. The results show that the online social media posts of the campaign covered the patterns of the Dragonfly Effect model, yet not all the aspects were covered and based on the results it is found that there is place for improvement of the theory.