This research explores the impact of an innovative social media-based project on students' digital activism and their perspectives on societal issues, particularly domestic terrorism. A mixed methods approach, combining structural equation modeling and qualitative data, revealed that higher levels of ethnocultural empathy led to increased engagement in digital activism, strengthening students' belief in their ability to effect meaningful societal change. Results show that students' belief in their project contribution dips initially due to unexpected challenges but later recovers and strengthens, underscoring the importance of sustained engagement. Qualitative data also highlight enhanced awareness, ethnocultural empathy, and activism skills. This research demonstrates the pedagogical potential of integrating social media with societal impact campaigns, offering a replicable framework for business educators seeking to link marketing education with social responsibility.