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

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

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Author(s)

Detail(s)

Original languageEnglish
Title of host publicationProceedings of the 51st Hawaii International Conference on System Sciences 2018
Pages2203-2212
Publication statusPublished - Jan 2018

Conference

Title51st Hawaii International Conference on System Sciences (HICSS-51)
LocationHilton Waikoloa Village
PlaceUnited States
CityBig Island
Period2 - 6 January 2018

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.

Citation Format(s)

The Influence of Social Media on Collective Action in the Context of Digital Activism: An Affordance Approach. / Ahuja, Manju K.; Patel, Pankaj; Suh, Ayoung.
Proceedings of the 51st Hawaii International Conference on System Sciences 2018. 2018. p. 2203-2212.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review