摘要：The aim of this research was to examine the attitudes of users of animal welfare associa-tion’ Facebook pages about the role of Facebook in the promotion of animal rights and welfare. Also, to determine what benefits users have from animal welfare association Fa-cebook pages and what do users do on their Facebook, or what type of digital activities (eg. likes, sharing) are most represented. The research was conducted by an online ques-tionnaire on a sample of 600 participants who are Facebook followers of at least one Croa-tian animal welfare association. The results show that participants believe Facebook has contributed to the promotion of animal rights and welfare and that it has better intro-duced them to this topic. The benefits they get from animal welfare associations’ Facebook pages are; communication with important stakeholders, information and education on animal rights and welfare. Also, their digital activities are; likes, encouraging others to help, and expressing grief, anger or happiness over the appearance and/or condition of the animal shown. The conducted research gives us insight into the perception of a positive role of Facebook in the context of animal rights and welfare.
