, and on Facebook and Message Strategies of Non-Governmental organizations

Autor:	Tai Ming Wut, Chammy Yan Lam Lau, Wai Tung Chan
Jazyk:	angličtina
Rok vydání:	2022
Předmět:	History of scholarship and learning. The humanities AZ20-999 Social Sciences
Zdroj:	SAGE Open, Vol 12 (2022)
Druh dokumentu:	article
ISSN:	2158-2440 21582440
DOI:	10.1177/21582440221079876
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/8223f3c5392b4ea3914af09a82bf9ce9 Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF Plný text ve formátu HTML
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