女权主义集体行动与社交媒体参与之间的关系

IF 3.1 4区 管理学 Q2 BUSINESS
İrem Buran, Şenay Sabah, Akin Koçak
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引用次数: 0

摘要

目的 本研究旨在调查作为集体行动社会认同模式(SIMCA)一部分的在线女权集体行动对社交媒体参与和社交媒体感知价值的影响。在女权集体行动的 SIMCA 模型中,社会认同、群体效能感和恐惧感在研究的第一部分(定量)中预测了在线集体行动的参与意向。与预测相反,愤怒对集体行动参与意愿的影响是负面的。在研究的第二部分(定性)中进行了深入访谈,以调查为什么尽管个人对暴力侵害妇女行为感到愤怒,但却不参与集体行动。研究结果从 SIMCA 模型的角度来看,在线女权主义者集体行动的概念涉及社会营销背景下的暴力侵害妇女行为,揭示了在线集体行动作为社交媒体参与的先决条件和社交媒体感知价值的重要性。愤怒是 SIMCA 模型框架内的一种重要情绪,本研究确定了愤怒对在线女权主义者集体行动产生负面影响的可能原因,并为妇女权利背景下的社会营销文献做出了贡献。首先,在网络集体行动的背景下探讨了妇女权利问题,而这一问题在社会营销中很少受到关注。其次,在集体行动的社会认同理论背景下,探讨了网络女权集体行动及其前身。最后,通过土耳其的案例强调了愤怒对集体行动产生负面影响的可能原因。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The relationship between feminist collective action and social media engagement

Purpose

This study aims to investigate the impact of online collective feminist actions on social media participation and the perceived value of social media as part of the social identity model of collective action (SIMCA).

Design/methodology/approach

A mixed methodology is used. Within the SIMCA model in the context of feminist collective actions, social identity, group-efficacy and fear predicted the intention of online collective action participation in the first part (quantitative) of the study. Contrary to predictions, the influence of anger on the intention to participate in collective action was negative. In-depth interviews are conducted in the study’s second (qualitative) part to investigate why individuals do not participate in collective actions despite their anger at violence against women.

Findings

The concept of online feminist collective action, from the perspective of the SIMCA model, deals with violence against women in the context of social marketing, revealing the importance of online collective actions as an antecedent of social media participation and the perceived value of social media. The possible causes of the negative impact of anger, which is an important emotion within the framework of the SIMCA model, on online feminist collective action were determined, and a contribution was made to the social marketing literature in the context of women’s rights.

Originality/value

The study makes three major contributions to the literature. First, women’s rights are addressed in the context of online collective action, an issue that has received little attention in social marketing. Second, in the context of the social identity theory of collective action, online collective feminist action and its predecessors are addressed. Finally, the Turkish case is used to highlight the probable causes of anger’s negative impact on collective action.

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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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