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

Tai Ming Wut; Chammy, Yan-Lam Lau; Wai Tung Chan

doi:10.1177/21582440221079876

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

Tai Ming Wut, Chammy, Yan-Lam Lau, Wai Tung Chan

Division of Business and Hospitality Management (BHM)

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

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.

Original language	English
Journal	SAGE Open
Volume	12
Issue number	1
DOIs	https://doi.org/10.1177/21582440221079876
Publication status	Published - Mar 2022

Keywords

message strategies
multi-way model
non-governmental organization
social media
stakeholders’ responses

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10.1177/21582440221079876

Cite this

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

abstract = "The scope of this study is to examine the relationship between message strategies and stakeholders{\textquoteright} responses on Facebook. Data on 20 non-governmental organizations{\textquoteright} 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{\textquoteright}s framework in the digital era.",

keywords = "message strategies, multi-way model, non-governmental organization, social media, stakeholders{\textquoteright} responses",

author = "Wut, {Tai Ming} and Lau, {Chammy, Yan-Lam} and Chan, {Wai Tung}",

note = "Funding Information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work described in this paper was fully supported by a grant from Research Grant Council of the Hong Kong Special Administration Region, China (UGC/FDS24/B05/18). Publisher Copyright: {\textcopyright} The Author(s) 2022.",

year = "2022",

month = mar,

doi = "10.1177/21582440221079876",

language = "English",

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AU - Chan, Wai Tung

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N2 - 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.

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KW - social media

KW - stakeholders’ responses

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

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Keywords

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