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

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  • Tai Ming Wut
  • Chammy Yan Lam Lau
  • Wai Tung Chan

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.

Suggested Citation

  • Tai Ming Wut & Chammy Yan Lam Lau & Wai Tung Chan, 2022. "Share, Comment, and Like on Facebook and Message Strategies of Non-Governmental organizations," SAGE Open, , vol. 12(1), pages 21582440221, March.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:1:p:21582440221079876
    DOI: 10.1177/21582440221079876
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    1. Daniel-Rareș Obadă & Dan-Cristian Dabija & Veronica Câmpian, 2024. "Predictors of social media users’ intention to donate online towards international NGOs in the fake news era," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.

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