The Adoption of Social      Network Sites forExpressive Participation      in Internet SocialMovements: A Proposed        ...
IntroductionWhat puzzles? 1. Understanding the socio-    psychological processes involved in    the adoption and use of SN...
Social Movements   DefinitionStudy    Definition of social         movement Diani   Networks of informal(1992)         int...
Why are we interested inInternet Social Movements?
Social Networking SitesSNSs function1. SNSs allow the   dissemination of   information regarding   movement identity.2. SN...
Our ObjectiveHow Internet usersaccept and use SNSs inthe context of expressiveparticipation in InternetSocial Movements
Research Questions 1. Why and how members of SNSs    accept and use Internet for    expressive participation in ISMs? 2. W...
Theoretical perspectiveFunction of the Internet in SocialMovements  1. How the Internet facilitates the     existing actio...
Theoretical perspective   Theoriescollective mobilisation - collective identity – network - diffusion
A Proposed Model of the use of SNS for Expressive Participation in Internet Social Movements   Drivers of use SNSs        ...
A Proposed Model of the use of SNS for Expressive Participation in Internet Social MovementsCommunity      PerceivedEnviro...
Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 1   TECHNOLOGY ACCEPTANCE MODEL (T...
Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 2    COMMUNITIES AND EXTERNALITIES...
Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 3    ONLINE AND TRADITIONAL SOCIAL...
Discussion Technology   adoption  trust. The research in technology  acceptation is not mature in the  sphere of activi...
Further research testing of the hypotheses longitudinal design including other aspects in the  model, and a new perspe...
Conclusions forpractitioners We   offer some reflections on  the creation and development  of ISMs. These suggestions ar...
Conclusions forresearchers ISMs  might be a fruitful and  dynamic area for empirical  research. Is the technology simply...
Summary of specificresearch questions   Under what conditions can activists    use new ICTs to:       increase participa...
The Adoption of Social NetworkSites for ExpressiveParticipation in Internet SocialMovements: A Proposed Model      Thank y...
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The Adoption of Social Network Sites for Expressive Participation in Internet Social Movements: A Proposed Model

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The present study is an initial effort to develop a model that explores how uses of ICTs, particularly SNSs, foster expressive forms of participation that result in civic participation. In doing so, we attempt to investigate the acceptance and use of SNSs by members’ e-movements and SMOs and whether these uses turn results in a host of traditional or offline civic participatory behaviours. A theoretical model is proposed and justified, albeit not empirically validated. Thus, representing an opportunity for future research. The ideas extracted from the discussion should be a help for citizens to create social movements on the Internet. In this regard, numerous practical reflections and suggestions are presented.

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The Adoption of Social Network Sites for Expressive Participation in Internet Social Movements: A Proposed Model

  1. 1. The Adoption of Social Network Sites forExpressive Participation in Internet SocialMovements: A Proposed Model Dr. Juan D Borrero University of Huelva, Spain Dr. Shumaila Yousafzai Cardiff University, UK 18th IBIMA Conference on Innovation and Sustainable Economic Competitive Advantage: From Regional Development to World Economies Istanbul, Turkey 10 May 2012
  2. 2. IntroductionWhat puzzles? 1. Understanding the socio- psychological processes involved in the adoption and use of SNSs for expressive participation in Internet Social Movements. 2. Whether these uses turn results in a host of traditional or offline civic participatory behaviours. Proposing a model
  3. 3. Social Movements DefinitionStudy Definition of social movement Diani Networks of informal(1992) interaction between a plurality of individuals, groups and organizations, engaged in a political or cultural conflict on the basis of a shared collective identity.Rucht An action system(1999) comprised of mobilised networks of individuals, groups and organizations which, based on a shared collective identity, attempt to achieve or prevent social change, predominantly by means of collective protest.Tarrow Social networks that(2005) engage in sustained collective actions, have a common purpose and challenge the interests and beliefs of those with power.
  4. 4. Why are we interested inInternet Social Movements?
  5. 5. Social Networking SitesSNSs function1. SNSs allow the dissemination of information regarding movement identity.2. SNSs serve as instruments of mobilisation.3. SNSs are relatively autonomous sites of interaction and dialog.
  6. 6. Our ObjectiveHow Internet usersaccept and use SNSs inthe context of expressiveparticipation in InternetSocial Movements
  7. 7. Research Questions 1. Why and how members of SNSs accept and use Internet for expressive participation in ISMs? 2. What are the drivers and outcomes of their intentions? 3. Do individuals that use SNSs to express social participation in ISMs differ from other individuals that use offline modes of expression?
  8. 8. Theoretical perspectiveFunction of the Internet in SocialMovements 1. How the Internet facilitates the existing action forms making it possible to reach more people, more easily, and 2. the creation of new e-tools for activism.
  9. 9. Theoretical perspective Theoriescollective mobilisation - collective identity – network - diffusion
  10. 10. A Proposed Model of the use of SNS for Expressive Participation in Internet Social Movements Drivers of use SNSs Consecuences of use SNSsCommunity PerceivedEnvironment Easy of Use ExpressiveNumber of Perceived Behavioral Participation in Offline civic Users Usefulness Intention social movements Participation on SNS
  11. 11. A Proposed Model of the use of SNS for Expressive Participation in Internet Social MovementsCommunity PerceivedEnvironment Easy of Use ExpressiveNumber of Perceived Behavioral Participation in Offline civic Users Usefulness Intention social movements Participation on SNS
  12. 12. Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 1 TECHNOLOGY ACCEPTANCE MODEL (TAM) Intention to use SNSs for expressive social participation in P1 ISMs will significantly predict its actual use Perceived Usefulness of SNSs will positively influence the P2 intention to use SNSs for expressive social participation in ISMs Perceived Ease of Use of SNSs will positively influence the P3 Intention to use SNSs for expressive social participation in ISMs and their Perceived Usefulness of SNSs
  13. 13. Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 2 COMMUNITIES AND EXTERNALITIES Community environment will positively predict PEU amongP4 online communitiy participants to express social participation in ISMs Perceived number of users will positively influence PU to useP5 SNSs to express civic participation in ISMs
  14. 14. Determinants of use andacceptation the SNSs forexpressive participation in ISMsAPPROACH 3 ONLINE AND TRADITIONAL SOCIAL PARTICIPATION Increased SNSs expressive participation in ISMs will be P6 positively related to offline civic participation
  15. 15. Discussion Technology adoption  trust. The research in technology acceptation is not mature in the sphere of activists. Factors: psychological, social and externalities. Social Networking Site is a source of information that antecedes such expressive behaviour.
  16. 16. Further research testing of the hypotheses longitudinal design including other aspects in the model, and a new perspective, which is more in line with social web, viral marketing and consumer behaviour
  17. 17. Conclusions forpractitioners We offer some reflections on the creation and development of ISMs. These suggestions are especially relevant for SMOs’ leaders and pioneers of e- movements.
  18. 18. Conclusions forresearchers ISMs might be a fruitful and dynamic area for empirical research. Is the technology simply a channel that can be manipulated in various ways by the user, or does the specific type of technology actually influence specific types of outcomes? Research on technology has always asked the question whether the technology is instrumental. Multimethod approaches and generalizable results. Social network analysis.
  19. 19. Summary of specificresearch questions Under what conditions can activists use new ICTs to:  increase participation and commitment by facilitating the aggregation of small contributions or action?  successfully bypass regulatory regimes? When successful, are the benefits of these (temporary) evasions significantly different than the benefits of offline evasions?  create messy hybrid organizational forms, combining hierarchical and non-hierarchical structures as fit their needs? Under what conditions do new ICTs:  promote more rapid and intense mobilization efforts?  enable more sustained activity?  promote non-traditional movement organization?  reinforce traditional SMOs?
  20. 20. The Adoption of Social NetworkSites for ExpressiveParticipation in Internet SocialMovements: A Proposed Model Thank you very much for your attention For more information: jdiego@uhu.es yousafzaiS@cardiff.ac.uk Dr. Juan D Borrero University of Huelva, Spain Dr. Shumaila Yousafzai Cardiff University, UK

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