Action Frames, Network Structure, and Online Movement Mobilization
Evidence from the Facebook Ad Boycott Campaign
Bibliographic Data
| ID | 19478282 |
|---|---|
| Authors | Zhuo Chen (0000-0002-5351-3489, Peking University), Wei-Hua Zhang (0000-0003-1785-7281, corresponding author), Weiyu Zhang (0000-0003-2924-6517) |
| Year | 2026 |
| Pages | 1-21 |
| Publication date | 2026-04-27 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Mass Communication & Society (JOURNAL) |
| Journal identifiers | ISSN: 1520-5436 • E-ISSN: 1532-7825 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15205436.2026.2658713 |
| OpenAlex | W7155960233 |
| Language | EN |
| References cited | 55 |
How action frames and network structure interplay to shape online mobilization remains underexplored. While existing research emphasizes either symbolic meaning or organizing mechanism in online mobilization, few studies have examined their simultaneous effects and interactions. This study addresses this gap by investigating how action frames and network structure co-shape user engagement in online collective action, using the Facebook ad boycott campaign as an empirical case. Drawing on computational analysis of Twitter (X) data, we employ textual analysis to identify action frames and network analysis to examine structural patterns. Our approach integrates frame analysis with network analysis to understand their conditional effects on mobilization. The study reveals that (1) the effect of network closure is not linear and (2) though personal action frames demonstrate mobilizing power, their positive effects on retweets are inhibited by network closure. Moreover, the positive effects of collective action frames on retweets are more pronounced when coupled with more closed network. The findings contribute to collective action theory by delineating the nuanced relationship between framing and network positioning in online mobilization
Boycott · The Internet · Electoral Systems and Political Participation · Political Influence and Corporate Strategies · Social Media and Politics
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| Citation velocity | historical |
|---|---|
| Highly cited | No |