Table A22: Short-term heterogeneous impacts by perceptions of social norms (SN)

|_Dep. Var. (Y):_|_Global_<br>_index_|_Knowledge_|_Gender_<br>_norm-_<br>_s/roles_|_VAW_<br>_attitudes_|_Beliefs_<br>_others’_<br>_attit._|_Click_<br>_gender-_<br>_links_|_Willing_<br>_to share_<br>_video_|
|---|---|---|---|---|---|---|---|
||(1)|(2)|(3)|(4)|(5)|(6)|(7)|
|Drama|0.192<sup>_∗∗∗_</sup>|0.199<sup>_∗∗_</sup>|0.150<sup>_∗∗_</sup>|0.323<sup>_∗∗∗_</sup>|-0.116|0.050|-0.007|
||(0.049)|(0.092)|(0.060)|(0.101)|(0.107)|(0.045)|(0.034)|
|Documentary|0.130<sup>_∗∗_</sup>|0.021|0.146<sup>_∗∗_</sup>|0.225<sup>_∗_</sup>|-0.353<sup>_∗∗∗_</sup>|0.103<sup>_∗_</sup>|0.019|
||(0.053)|(0.098)|(0.065)|(0.115)|(0.120)|(0.056)|(0.039)|
|Drama * Strict SN perceptions|-0.094|-0.057|-0.038|-0.328<sup>_∗∗_</sup>|0.025|0.044|-0.034|
||(0.068)|(0.130)|(0.083)|(0.145)|(0.154)|(0.059)|(0.048)|
|Documentary * Strict SN perceptions|-0.134<sup>_∗_</sup>|0.093|-0.201<sup>_∗∗_</sup>|-0.212|0.017|-0.009|0.061|
||(0.076)|(0.145)|(0.095)|(0.169)|(0.187)|(0.082)|(0.054)|
|Strict SN perceptions|0.038|-0.036|0.025|0.180|-0.771<sup>_∗∗∗_</sup>|-0.015|0.035|
||(0.050)|(0.102)|(0.061)|(0.111)|(0.112)|(0.041)|(0.035)|
|R-squared|0.586|0.120|0.517|0.341|0.233|0.018|0.035|
|Observations|606|606|606|606|606|606|2269|

Notes: Heteroscedasticity-robust standard errors in parentheses. The Global index is composed by indexes for individuals’ knowledge, gender norms/roles and VAW attitudes; excluding individuals beliefs on others’ attitudes. Higher values of the indexes in (1) to (4) stand for more progressive stances. The index "Beliefs on others’ attitudes" reported in (5) takes higher values when the respondents believe that a larger share (out of 10) of their closest Facebook friends have progressive attitudes. Baseline controls described in the notes to Table 2 are included in all regressions. * p < 0.10, ** p < 0.05, *** p < 0.01 Table A23: Short-term heterogeneous impacts by membership in a social organization

|_Dep. Var. (Y):_|_Global_<br>_index_|_Knowledge_|_Gender_<br>_norm-_<br>_s/roles_|_VAW_<br>_attitudes_|_Beliefs_<br>_others’_<br>_attit._|_Click_<br>_gender-_<br>_links_|_Willing to_<br>_share_<br>_video_|
|---|---|---|---|---|---|---|---|
||(1)|(2)|(3)|(4)|(5)|(6)|(7)|
|Drama|0.111<sup>_∗∗∗_</sup>|0.141<sup>_∗∗_</sup>|0.088<sup>_∗_</sup>|0.149<sup>_∗_</sup>|-0.110|0.073<sup>_∗∗_</sup>|-0.030|
||(0.038)|(0.069)|(0.046)|(0.080)|(0.092)|(0.033)|(0.026)|
|Documentary|0.076<sup>_∗_</sup>|0.065|0.048|0.182<sup>_∗∗_</sup>|-0.286<sup>_∗∗∗_</sup>|0.095<sup>_∗∗_</sup>|0.039|
||(0.041)|(0.080)|(0.051)|(0.091)|(0.107)|(0.041)|(0.030)|
|Drama * ORG member|0.230<sup>_∗∗∗_</sup>|0.192|0.305<sup>_∗∗∗_</sup>|0.035|-0.053|0.005|0.022|
||(0.088)|(0.185)|(0.112)|(0.214)|(0.243)|(0.089)|(0.066)|
|Documentary * ORG member|-0.096|-0.040|0.016|-0.548<sup>_∗∗_</sup>|-0.168|0.048|0.065|
||(0.100)|(0.198)|(0.126)|(0.257)|(0.303)|(0.119)|(0.073)|
|ORG member|-0.082|-0.085|-0.131|0.087|0.071|-0.005|0.047|
||(0.066)|(0.149)|(0.087)|(0.143)|(0.174)|(0.052)|(0.050)|
|R-squared|0.590|0.120|0.520|0.341|0.082|0.017|0.035|
|Observations|606|606|606|606|606|606|2269|

Notes: Heteroscedasticity-robust standard errors in parentheses. The Global index is composed by indexes for individuals’ knowledge, gender norms/roles and VAW attitudes; excluding individuals beliefs on others’ attitudes. Higher values of the indexes in (1) to (4) stand for more progressive stances. The index "Beliefs on others’ attitudes" reported in (5) takes higher values when the respondents believe that a larger share (out of 10) of their closest Facebook friends have progressive attitudes. Baseline controls described in the notes to Table 2 are included in all regressions. * p < 0.10, ** p < 0.05, *** p < 0.01 38