The effects of offline events on online connective actions: An examination of #BoycottNFL using social network analysis

The proliferation of social media usage has changed the way individuals express public discourse regarding social issues. These expressions and interactions form a digitally networked connective action, where actors share information and ideas about a specific social issue absent of hierarchical leadership. Previous studies have proposed these connective actions are influenced by associated offline events but have neglected to examine the actors in the network and how the composition of the networks change. Through the lens of connective action logic, this research seeks to explore the effects of offline events on connective action participation and interactions between communities. Using content and social network analyses, this research examined #BoycottNFL, a connective action created to discontinue support of the National Football League. Findings suggest associated offline trigger events affect the diversity of actors participating in connective action and fostering interactions between actors and communities of diverse backgrounds. Implications are discussed in the context of organizational strategies for addressing social issues and harnessing the power of social media to transform connective actions.