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This article extends the field conceptualisation of social change and innovation adoption, which hinges upon the strategic capacities of actors, to the online environment. We focus on a key aspect of social movement organisations (SMOs), competition for members, resources and attention over an environmental risk issue. The incorporation of network theory enables us to map how the structural position of actors in the field is associated with their actionsfor example, their response to andoi:10.1080/1369118x.2019.1620823 fatcat:bva7htzpbje5rddqgp2a2cu4hm