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.

1. The Adoption of Social
Network Sites for
Expressive Participation
in Internet Social
Movements: 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. Introduction
What 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. Social Movements
Definition
Study 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. Why are we interested in
Internet Social Movements?

5. Social Networking Sites
SNSs function
1. 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. Our Objective
How Internet users
accept and use SNSs in
the context of expressive
participation in Internet
Social Movements

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. Theoretical perspective
Function of the Internet in Social
Movements
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. Theoretical perspective
Theories
collective mobilisation - collective identity – network - diffusion

10. A Proposed Model of the
use of SNS for Expressive
Participation in Internet
Social Movements
Drivers of use SNSs Consecuences of use SNSs
Community Perceived
Environment Easy of Use
Expressive
Number of Perceived Behavioral Participation in Offline civic
Users Usefulness Intention social movements Participation
on SNS

11. A Proposed Model of the
use of SNS for Expressive
Participation in Internet
Social Movements
Community Perceived
Environment Easy of Use
Expressive
Number of Perceived Behavioral Participation in Offline civic
Users Usefulness Intention social movements Participation
on SNS

12. Determinants of use and
acceptation the SNSs for
expressive participation in ISMs
APPROACH 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. Determinants of use and
acceptation the SNSs for
expressive participation in ISMs
APPROACH 2 COMMUNITIES AND EXTERNALITIES
Community environment will positively predict PEU among
P4 online communitiy participants to express social participation
in ISMs
Perceived number of users will positively influence PU to use
P5
SNSs to express civic participation in ISMs

14. Determinants of use and
acceptation the SNSs for
expressive participation in ISMs
APPROACH 3 ONLINE AND TRADITIONAL SOCIAL PARTICIPATION
Increased SNSs expressive participation in ISMs will be
P6
positively related to offline civic participation

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. 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. Conclusions for
practitioners
 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. Conclusions for
researchers
 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. Summary of specific
research 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. The Adoption of Social Network
Sites for Expressive
Participation in Internet Social
Movements: 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