A Social Movements Perspective on "Issue" Surfacing in Brand Communities
نویسندگان
چکیده
This paper develops a model of how an “issue” surfaces in weakly-structured interactions characteristic of social media. Understanding how individuals’ thoughts acquire the status of an “issue” worthy of collective concern is an essential prelude to understanding how individuals may be able to mobilize resources from powerful others via social media. We develop a model of such issue surfacing by drawing upon the social movements literature to interpret interactions by members of Starbucks’ brand community. Participants negotiate and refine “issues’ that are worthy of collective action.
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