Abstract
The aim of this paper is to examine the role of social media technologies in revolutionizing consumer activism by applying the theory of Task Technology Fit (TTF) model. Due to the affordability of getting internet connection, there has been a surge in the use of social media platforms which simplify the communication and interaction between people around the world. People now are more enthusiastic to join and use social media platforms to exchange information with people who share same interests. Social media did not just change how people communicate with each other, but it changed how businesses and corporations communicate with their customers. Another common application of social media is activism. With the help of social media platforms, activists can start a social movement immediately and reach a global audience. In the case of activism, the Task Technology Fit is evaluating whether the technology's functionality meets the task requirements or not. The technology in this context is social media platforms.