How Social Media Communication Mobilizes Supporters for Social Causes

Abstract

The rapid expansion of social media has transformed how organizations communicate with stakeholders and mobilize public participation in social causes. Digital platforms allow organizations not only to disseminate information but also to cultivate engagement and encourage collective action among supporters. This study aims to examine how organizational communication on social media contributes to supporter mobilization in the context of digital activism. The research adopts a qualitative conceptual approach using secondary data derived from existing academic literature on social media communication, organizational communication, and digital activism. Relevant scholarly publications were systematically reviewed to identify patterns in communication functions used by organizations in digital environments. The analysis is guided by Resource Mobilization Theory, which provides a framework for interpreting how communication practices facilitate the accumulation and activation of supporter resources. Through conceptual analysis, the study examines three key communication dimensions: informational communication, community engagement, and action-oriented mobilization. The findings indicate that these communication functions operate sequentially to transform audiences from passive information receivers into active participants in collective action. The study concludes that social media communication functions as a strategic resource that enables organizations to mobilize attention, build supporter networks, and coordinate participation in digital activism. These findings contribute to the literature by extending Resource Mobilization Theory and providing a conceptual framework that integrates organizational communication and digital activism studies.