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Harnessing Social Media for Climate Action in Developing Countries: A Case Study of Egypt

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  • Nicolas Hamelin

    (SPJAIN School of Global Management, Neuroscience Lab, Sydney Campus, 15 Carter Street, Lidcombe, NSW 2141, Australia
    School of Journalism and Mass Communication, American University in Cairo, Cairo 1511, Egypt)

  • Passant Halawa

    (School of Journalism and Mass Communication, American University in Cairo, Cairo 1511, Egypt)

Abstract

Like many developing nations, Egypt is facing a climate crisis due to its agricultural dependence and the Nile Delta’s vulnerability. Despite government plans for sustainable development, recent infrastructure projects have resulted in large-scale green space removal. Effective communication about environmental issues can spark pro-environmental behavior and citizen activism. This study explores social media’s potential to bridge this gap in Egypt. Utilizing Facebook AB testing with a limited budget, we reached a significant 2.3% of Egypt’s online population (nearly 2 million users). This study explored message framing, with findings showing that rational posts resonated best while fear appeals had minimal impact. Social media’s cost-effectiveness and message-framing consideration provide a strategic approach for NGOs to reach a large audience and encourage climate action in Egypt.

Suggested Citation

  • Nicolas Hamelin & Passant Halawa, 2024. "Harnessing Social Media for Climate Action in Developing Countries: A Case Study of Egypt," Sustainability, MDPI, vol. 16(9), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3553-:d:1381724
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