Digital media provides non-governmental organizations (NGOs) with ample organizing opportunities due to digital media's large reach, low participation threshold, personalization options, and low operating costs. Consequently, digital media as a mobilizing structure has received vast attention among organizational and information systems scholars. However, there is limited research on how these online and offline spheres jointly result in collective action outcomes and what the boundary conditions are. Based on the task-media fit hypothesis, this paper studies how geographical dispersion of team members within a fundraising campaign moderates the influence of online and offline mobilization on collecting donations over time. We use a unique panel dataset of Movember's fundraising process that contains both fundraisers' Twitter activity and fundraising events.
|Publication status||Published - 15 Jun 2018|
|Event||Academy of Management Specialized Conference 2018: Big Data and Managing in a Digital Economy - University of Surrey, Surrey, United Kingdom|
Duration: 18 Apr 2018 → 20 Apr 2018
|Conference||Academy of Management Specialized Conference 2018|
|Abbreviated title||AOM big data 2018|
|Period||18/04/18 → 20/04/18|