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Public engagement with nonprofit organizations on Facebook
Authors:Moonhee Cho  Tiffany Schweickart  Abigail Haase
Affiliation:1. School of Advertising and Public Relations, College of Communication and Information, University of Tennessee, Knoxville, TN 37996, United States;2. College of Journalism and Communications, University of Florida, Weimer Hall, PO Box 118400, Gainesville, FL 32611-8400, United States;3. School of Mass Communications, University of South Florida, 4202 E. Fowler Avenue, CIS1040, Tampa, FL 33620, United States
Abstract:Explicating Facebook's engagement features, this study explored whether organizational message strategies based on the four models of public relations have an impact on the different levels of public engagement. The study found that publics demonstrate high levels of engagement with organizational messages when two-way symmetrical communication is used, compared to public information or two-way asymmetrical models. The study also provided practical implications for nonprofit practitioners to engage with publics via social media.
Keywords:Public engagement   Social media   Nonprofit organizations   Message strategies
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