Engagement across three social media platforms: An exploratory study of a cause-related PR campaign |
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| Authors: | Hye-Jin Paek Thomas Hove Yumi Jung Richard T Cole |
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| Institution: | 1. Division of Advertising & Public Relations, College of Communication & Social Sciences, Hanyang University, 55 Hanyangdaehak-ro, Sangnok-gu, Ansan-si, Gyeonggi-do 426-791, South Korea;2. Media & Information Studies Program, Michigan State University, 411 Comm Arts Bldg, East Lansing, MI 48824, USA;3. Department of Advertising, Public Relations, & Retailing, Michigan State University, 309 Comm Arts Bldg, East Lansing, MI 48824, USA |
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| Abstract: | This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users’ engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior. |
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| Keywords: | Social media Engagement Behavioral outcome Cause-related PR campaign Child advocacy |
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