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i Tables  iv Figures  v Chapter 1: Introduction  1 Chapter 2: Literature Review  7 Affordances and Risks of Online Activism  8 Defining Internet Activism  11 Theoretical Implications: Revising Theory and Updating Definitions  17 Scale versus Model Changes  17 Shifts in Organizational Forms  20 Studying the Effectiveness of Internet Activism  25 What Predicts Success?  25 Measuring the Effectiveness of Internet Activism  27 Hypotheses  29 Chapter 3: Methodology 32 Data  32 Measures  33 Dependent Variable  34 Independent Variables  35 Control Variables 39 iii Analytic Plan  43 Chapter 4: Results 45 Descriptive Results  45 Ordinal Logistic Regression Results Predicting Campaign Outcome  48 Chapter 5: Discussion  51 Effectiveness of Types of Internet Activism  51 E-petition Use and Implications for Efficacy  55 Limitations  56 Future Directions  57 Conclusion  61 References  63

The Efficacy of Virtual Protest: Linking Digital Tactics to Outcomes in Activist Campaigns