Information Systems for Sustainability and Global Competitiveness


This paper develops a model of how an “issue” surfaces in weakly-structured interactions characteristic of socialmedia. Understanding how individuals’ thoughts acquire the status of an “issue” worthy of collective concern is anessential prelude to understanding how individuals may be able to mobilize resources from powerful others viasocial media. We develop a model of such issue surfacing by drawing upon the social movements literature tointerpret interactions by members of Starbucks’ brand community. Participants negotiate and refine “issues’ that areworthy of collective action.