Civic engagement has traditionally involved a physical engagement in form of demonstrations, volunteering or donating money in an attempt to solve civic problems. Since the rise of social media, with Facebook in particular, the opportunities to support different causes have dramatically increased. Today, all it takes to engage in a social cause is a click of a button. The use of social media has also increased the social observability of our actions affecting how people interact and present themselves in an online environment. This study aims to increase the understanding of how the public environment provided on Facebook influence the motives behind engaging in a social cause on the platform. The empirical data was collected through focus ...