Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations

T.A. van den Broek, Marianna Avetisyan, Stephanie van den Berg

Research output: Contribution to ConferencePaperAcademic

Abstract

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.
Original languageEnglish
Publication statusPublished - 15 Jun 2018
EventAcademy of Management Specialized Conference 2018: Big Data and Managing in a Digital Economy - University of Surrey, Surrey, United Kingdom
Duration: 18 Apr 201820 Apr 2018
http://bigdata.aom.org/ehome/index.php?eventid=245645&

Conference

ConferenceAcademy of Management Specialized Conference 2018
Abbreviated titleAOM big data 2018
CountryUnited Kingdom
CitySurrey
Period18/04/1820/04/18
Internet address

Fingerprint Dive into the research topics of 'Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations'. Together they form a unique fingerprint.

Cite this