@conference {1204, title = {The Co-Evolution of the {\textquotedblleft}Social{\textquotedblright} and the {\textquotedblleft}Technology{\textquotedblright}: A Netnographic Study of Social Movements in Virtual Worlds}, booktitle = {International Conference on Information Systems}, year = {2012}, pages = {1-12}, publisher = {Association for Information Systems E-library}, organization = {Association for Information Systems E-library}, type = {Conference Proceedings}, url = {http://aisel.aisnet.org/icis2012/proceedings/ResearchInProgress/20/}, author = {McKenna, Brad and Gardner, Lesley and Michael D. Myers} }