Activist online resource mobilization: Relationship building features that fulfill resource dependencies

This study examined activist group websites (N=300) to determine how activists are engaging in resource mobilization online and provides a benchmark for current mobilization practices by activists. Website features asking visitors to donate, join the organization, and links to other activist groups were most common on the sites. The study positions resource mobilization in terms of online relationships and organizational linkages, argues that resource dependencies drive mobilization efforts and that resource-based relationships with publics may be established in the mobilization process.