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

Online Power Resource Management: Activist Resource Mobilization, Communication Strategy, and... The power resource management (Heath, 2008; Heath & Palenchar, 2009) and resource mobilization (McCarthy & Zald, 1977) 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

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

Journal of Public Relations Research , Volume 25 (4): 21 – Aug 1, 2013

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

Journal of Public Relations Research , Volume 25 (4): 21 – Aug 1, 2013

Abstract

The power resource management (Heath, 2008; Heath & Palenchar, 2009) and resource mobilization (McCarthy & Zald, 1977) 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 (69)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2013.806871
Publisher site
See Article on Publisher Site

Abstract

The power resource management (Heath, 2008; Heath & Palenchar, 2009) and resource mobilization (McCarthy & Zald, 1977) 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.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Aug 1, 2013

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