The Influence of Social Media on Collective Action in the Context of Digital Activism: An Affordance Approach

dc.contributor.author Ahuja, Manju
dc.contributor.author Patel, Pankaj
dc.contributor.author Suh, Ayoung
dc.date.accessioned 2017-12-28T00:58:47Z
dc.date.available 2017-12-28T00:58:47Z
dc.date.issued 2018-01-03
dc.description.abstract This study examines how social media influence collective action in the context of digital activism. This is achieved by using the concept of media affordance as a theoretical lens and applying it to the collective purposes of network building and synthesis, as suggested by mobilization theory. Employing latent class logit regression, we tested the proposed hypotheses based on data from 384 digital activism events in 100 countries, classifying success in digital activism as either partial or complete success. The results show that when the purpose of digital activism is network building, media with greater affordances for promoting environmental shaping were positively related to the success of digital activism. Conversely, when the purpose of digital activism is synthesis, media with greater affordances for promoting contagion were positively related to the success of digital activism.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2018.275
dc.identifier.isbn 978-0-9981331-1-9
dc.identifier.uri http://hdl.handle.net/10125/50163
dc.language.iso eng
dc.relation.ispartof Proceedings of the 51st Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Social Movements and Social Technologies
dc.subject Digital activism, collective action, social media affordance, social homogenity
dc.title The Influence of Social Media on Collective Action in the Context of Digital Activism: An Affordance Approach
dc.type Conference Paper
dc.type.dcmi Text
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