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

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)429-431
Number of pages3
JournalPublic Relations Review
Volume37
Issue number4
DOIs
StatePublished - Nov 2011
Externally publishedYes

Keywords

  • Activism
  • Public relations
  • Resource dependency
  • Resource mobilization
  • Websites

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