Social movement participation in the digital age - Predicting offline and online collective action

Motives to participate in online versus offline collective action were investigated among environmental activists in the Netherlands. A sample (N = 738) consisting of activists, sympathizers, and nonactivists, reported past and intended participation in online and offline activism. Using structural equation modeling, it was examined whether online activism was predicted by different factors than offline activism. A wide range of predictors was derived from central theories about mobilization and collective action, including identification, relative deprivation, attitudes, subjective norm, perceived efficacy of action, and self-efficacy,. Results show that when compared with offline actions, participation in online actions was slightly more motivated by cognitive calculations (efficacy) and less by affective factors (identification). Moreover; results reflect the popularity and potential of the Internet for activities that surpass the individual. This research gives an empirical insight in the influence of Internet on motives for collective action and on the participation of peripheral members.