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

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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 languageEnglish
JournalSAGE Open
Volume12
Issue number1
DOIs
Publication statusPublished - Mar 2022

Keywords

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

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