Interest Group Activism on the Web: The Case of Environmental Organizations

This study evaluates interest group activity on the Internet, addressing two sets of questions. First, has the Internet allowed small or poorly funded groups to compete equally with well-resourced organizations? Second, to what extent do group characteristics explain their online activities? Using a sample of 200 environmental groups, I evaluate which Web sites receive the most exposure and identify features facilitating information dissemination and public participation. The results indicate that well-resourced groups receive greater Web site traffic and inbound links and are more likely to use all Web site features. Additionally, membership organizations are more likely than nonmembership organizations to fundraise and issue action alerts.