Exploring social change through social media: The case of the Facebook group Indignant Citizens

Natalia Yannopoulou, Martin J. Liu, Xuemei Bian, Teresa Heath

Research output: Journal PublicationArticlepeer-review

17 Citations (Scopus)


This study examines the role of social media in facilitating the network of a social movement, the novel forms of exchange networks that are fashioned by participants of this movement and the drivers and effects of individuals’ engagement therein. Specifically, using the lens of political consumerism, we look at the movement of self-described Indignant Citizens in Greece to reveal the underlying motivations for participants to engage in this social movement, the dynamics of their engagement and the ways in which Indignant Citizens’ online presence enables identity expression, community building and social change. We draw on interpretive analysis of findings from eight focus groups with members of Indignant Citizens. The findings reveal how this movement and the shared identity developed amongst its members empower our participants by giving them a voice and engage them in role mobilization, drive specific actions towards the conceptualization of a shared utopia and provide them with a platform to organize action and employ desired practices for the co-creation of useful and gratifying exchanges.

Original languageEnglish
Pages (from-to)348-357
Number of pages10
JournalInternational Journal of Consumer Studies
Issue number4
Publication statusPublished - Jul 2019


  • consumption
  • focus groups
  • identity
  • online
  • political consumerism
  • social media
  • social movements

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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