Exploring the dynamics of online activism for expressing resistance to a powerful organization, a study developed a critical mass approach to online activism. The results were integrated in a four-year longitudinal process model that explains how online activism started, generated societal outcomes, and changed over time. The model suggests that online activism helped organize collective actions and amplify the conditions for revolutionary movements to form. Yet, it provoked elites’ reactions such as Internet filtering and surveillance, which do not only promote self-censorship and generate digital divide, but contribute to the ultimate decline of activism over time. The process model suggests a complex interplay among stakeholders’ interests, opportunities for activism, costs, and outcomes that are neither foreseen nor entirely predictable. The authors challenge universal access to the Internet as a convenient and cost-free forum for practicing social activism by organizational stakeholders (customers, employees, outside parties). In fact, the technology enablers of social activism also enable its filtering and repression, and thus, more extreme states of information asymmetry may result in which powerful elites preserve their status and impose a greater digital divide.