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

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 Conference › Paper › Academic

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 language	English
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 http://bigdata.aom.org/ehome/index.php?eventid=245645&

Conference

Conference	Academy of Management Specialized Conference 2018
Abbreviated title	AOM big data 2018
Country/Territory	United Kingdom
City	Surrey
Period	18/04/18 → 20/04/18
Internet address	http://bigdata.aom.org/ehome/index.php?eventid=245645&

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@conference{71959f56bab44dd99d9add0293f28abf,

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

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.",

author = "{van den Broek}, T.A. and Marianna Avetisyan and {van den Berg}, Stephanie",

year = "2018",

month = jun,

day = "15",

language = "English",

note = "Academy of Management Specialized Conference 2018 : Big Data and Managing in a Digital Economy, AOM big data 2018 ; Conference date: 18-04-2018 Through 20-04-2018",

url = "http://bigdata.aom.org/ehome/index.php?eventid=245645&",

}

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.

UR - https://journals.aom.org/doi/10.5465/amgblproc.surrey.2018.0137.abs

M3 - Paper

T2 - Academy of Management Specialized Conference 2018

Y2 - 18 April 2018 through 20 April 2018

ER -

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

Abstract

Conference

UN SDGs

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