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.

Conference

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

Fingerprint

Fund raising
Donation
Mobilization
Digital media
Cash
Operating costs
Twitter
Collective action
Participation
Non-governmental organizations
Personalization
Boundary conditions
Information systems
Organizing

Cite this

van den Broek, T. A., Avetisyan, M., & van den Berg, S. (2018). Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations. Paper presented at Academy of Management Specialized Conference 2018, Surrey, United Kingdom.
van den Broek, T.A. ; Avetisyan, Marianna ; van den Berg, Stephanie. / Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations. Paper presented at Academy of Management Specialized Conference 2018, Surrey, United Kingdom.
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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.",
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van den Broek, TA, Avetisyan, M & van den Berg, S 2018, 'Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations' Paper presented at Academy of Management Specialized Conference 2018, Surrey, United Kingdom, 18/04/18 - 20/04/18, .

Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations. / van den Broek, T.A.; Avetisyan, Marianna; van den Berg, Stephanie.

2018. Paper presented at Academy of Management Specialized Conference 2018, Surrey, United Kingdom.

Research output: Contribution to ConferencePaperAcademic

TY - CONF

T1 - Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations

AU - van den Broek, T.A.

AU - Avetisyan, Marianna

AU - van den Berg, Stephanie

PY - 2018/6/15

Y1 - 2018/6/15

N2 - 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.

AB - 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.

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M3 - Paper

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van den Broek TA, Avetisyan M, van den Berg S. Tweet, Tweet, Cash? The Role of Geographical Dispersion in Online and Offline Mobilization of Campaign Donations. 2018. Paper presented at Academy of Management Specialized Conference 2018, Surrey, United Kingdom.