| Autor: |
Tully, Melissa, Dalrymple, Kajsa E., Young, Rachel |
| Předmět: |
|
| Zdroj: |
Conference Papers -- International Communication Association; 2017, p1-30, 30p |
| Abstrakt: |
This study investigates how nonprofit organizations use hyperlinks embedded in tweets for strategic communication during global health crises. Within the 1,494 links included in tweets about Ebola, organizations shared owned and earned media, including news stories directly or indirectly referencing their work and positive mentions from others on social media. Links allowed organizations to raise awareness about Ebola in West Africa and to build credibility by promoting their work or highlighting endorsements from news media and influential users. Raising awareness and building trust are key steps in becoming credible sources during highly uncertain crises. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
|
