EMERGENCE OF ONLINE SOCIAL MOVEMENTS: A RESOURCE MANAGEMENT PERSPECTIVE

Research into the emergence of social movements has traditionally been split into models that focus on grievances and masses and models that focus on resource mobilization as primary independent variables. This paper in addition to the resource mobilization perspective that involves external leadership developing central points in a social network, the characteristics of the online social networks on which digital-age movements are formed affect the coalesce of those movements. This study aims to provide contributions to the social movements and IS literature on social network functionality and provide firms with the ability to predict the strength of (and ultimately respond to) consumer protests