Online Power Resource Management: Activist Resource Mobilization, Communication Strategy, and Organizational Structure

Erich J. Sommerfeldt

52 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Social Media and Politics Social Movements and Cultural Identity

Abstract

The power resource management (Heath, 2008 Heath , R. L. (2008). Power resource management: Pushing buttons and building cases. In T. L. Hansen-Horn & B. D. Neff (Eds.), Public relations: From theory to practice (pp. 2–19). Boston , MA : Pearson Education. [Google Scholar]; Heath & Palenchar, 2009 Heath , R. L. , & Palenchar , M. J. ( 2009 ). Strategic issues management: Organizations and public policy changes () , 2nd ed. . Thousand Oaks , CA : Sage .[Crossref] , [Google Scholar]) and resource mobilization (McCarthy & Zald, 1977 McCarthy , J. D. , & Zald , M. N. ( 1977 ). Resource mobilization and social movements: A partial theory . American Journal of Sociology , 82 ( 6 ), 1212 – 1241 .[Crossref], [Web of Science ®] , [Google Scholar]) literatures suggest that resource mobilization is a precondition of issues management and interdependent with strategic behavior. This study examined how activist organizations are using their Web sites to marshal the resources necessary to influence the outcome of issues. Activist group Web sites (N = 300) were coded to determine if online resource mobilization features were related to types of activist issues management strategies. Results of multivariate probit regression analyses revealed that particular types of resource mobilization efforts predict certain activist strategies. The study offers implications on how resource mobilization is used to enact issues management strategy and on how activist strategies, issue objectives, and organizational structure are interrelated.

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References

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