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In this article, we examine the 2020 #StopHateForProfit coalition, which pressured corporations to pull their advertising spending from Facebook because of its permissive content moderation policies toward disinformation and hate. From the digital traces of the campaign on Twitter, we explain the participation differentials among coalition social movement organizations (SMO) partners and their followers. The findings show that the coalition's centrality to movement agenda, the ideological homogeneity of followership, and the SMO partners and their followership's central positions in the communication network led to the highest and most time-persistent participation rates. Our counter-intuitive findings extend the literature on social movements coalitions by suggesting that multi-issues, \u201cbig tent\u201d movements with ideological breadth may find invoking the core of their large followership rather challenging despite the ease of participation afforded by social media.<\/jats:p>","DOI":"10.1145\/3689368","type":"journal-article","created":{"date-parts":[[2024,8,27]],"date-time":"2024-08-27T10:13:57Z","timestamp":1724753637000},"page":"1-36","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":3,"title":["Explaining Differential Involvement in Cross-Movement Coalitions on Social Media: the #StopHateForProfit Campaign"],"prefix":"10.1145","volume":"8","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4291-9045","authenticated-orcid":false,"given":"Yevgeniya","family":"Li","sequence":"first","affiliation":[{"name":"New Zealand Ministry of Business Innovation and Employment, Wellington, New Zealand"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8430-230X","authenticated-orcid":false,"given":"Jean-Gr\u00e9goire","family":"Bernard","sequence":"additional","affiliation":[{"name":"Department of Accounting and Information Systems, University of Canterbury, Christchurch, New Zealand"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4610-7244","authenticated-orcid":false,"given":"Markus","family":"Luczak-Roesch","sequence":"additional","affiliation":[{"name":"School of Information Management, Victoria University of Wellington, Wellington, New Zealand and Te P\u016bnaha Matatini, Auckland, New Zealand"}]}],"member":"320","published-online":{"date-parts":[[2025,1,17]]},"reference":[{"key":"e_1_3_3_2_2","article-title":"Homophily and latent attribute inference: Inferring latent attributes of Twitter users from neighbors","author":"al Zamal F.","year":"2012","unstructured":"F. al Zamal, W. 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