Social media dissemination of counter accounts and stakeholder support – evidence from greenpeace’s “Save the Arctic” campaign on Facebook

Prior studies have examined NGOs’ accounting practices and the implications of such within social media realm. However, we know little about how NGOs use to disseminate counter accounts impacts dissemination beyond platforms. This paper examines whether can mobilise stakeholder support in a campaign against corporate actions. Drawing on Castells’ network-making perspective notion dialogic accounting, I argue that strengthens power so wide range stakeholders be engaged, strong network potentially formed increase effectiveness campaigns. unique dataset Greenpeace “Save The Arctic” (STA) global petition signatories interactions from sample 8,336 Facebook messages related STA campaign, find is positively associated with disseminated number connected disseminating information. Additional analyses also reveal disseminates via attract policymaker attention are public opinions towards climate change. Overall, this study sheds light initiating activism accumulating irresponsible practices.