Work

Share , Comment , and Like on Facebook and Message Strategies of Non-Governmental organizations

Year: 2022

Type: article

Abstract: The scope of this study is to examine the relationship between message strategies and stakeholders’ responses on Facebook. Data on 20 non-governmental organizations’ Facebook pages was collected by simple random sampling to examine their communication practices on social media. It was found that those organizations were more likely to adopt Public Information (PI) model to transmit information to their stakeholders. Organizational messages based on Two-way symmetry model (TWS) can generate the greatest number of Likes which is significantly larger than Press Agentry (PA), Public Information (PI), and Two-way asymmetry (TWA) models. The multi-way (MW) model was proposed in order to extend Grung & Hunt’s framework in the digital era.

Source: SAGE Open

DOI: 10.1177/21582440221079876

Authors: Tai Ming Wut, Chammy Yan Lam Lau, Wai Tung Chan

Institution: Hong Kong Polytechnic University

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,200

OpenAlex ID: W4226150335

FWCI: 1.904

Cites: 53

Cited by: 9

Related to: 10