Resource mobilization in social media: The role of influential actors

Ortiz Jose, Tripathi Arvind

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This research in progress studies the role of social media as a resource for contemporary social movements in their endeavors to bring about social change. Current studies on this topic have largely regarded social media as an alternative channel for communicating situational information during protests against repressive regimes or perceptions of fraudulent democracy. Drawing on theories of resource mobilization and social networks, we present a framework for studying how the presence of influential and popular actors in social networks, can influence the acquisition process and the number of new followers by a social movement organization. We collected Twitter data for a major social movement organization in the global justice movement and found evidence suggesting that the existence of popular figures, impacts to some extent, the audience acquired by the social movement organization. We also conclude that the geographic location of these popular figures acts as a moderator for this effect. Our study lays the groundwork for answering questions regarding the sociotechnical dynamics that influence the propagation of ideologies in online environments promoted by groups and organizations concerned with societal issues.

Original languageEnglish
Title of host publicationProceedings of the 25th European Conference on Information Systems, ECIS 2017
PublisherAssociation for Information Systems
Pages3049-3059
Number of pages11
ISBN (Electronic)9780991556700
StatePublished - 2017
Externally publishedYes
Event25th European Conference on Information Systems, ECIS 2017 - Guimaraes, Portugal
Duration: 5 Jun 201710 Jun 2017

Publication series

NameProceedings of the 25th European Conference on Information Systems, ECIS 2017

Conference

Conference25th European Conference on Information Systems, ECIS 2017
Country/TerritoryPortugal
CityGuimaraes
Period5/06/1710/06/17

Keywords

  • Influential users
  • Online social networks
  • Resource mobilization theory
  • Social network theory
  • Twitter

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