IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v12y2022i1p21582440221079876.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440221079876
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440221079876?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Brian S. Butler & Xiaoqing Wang, 2012. "The Cross-Purposes of Cross-Posting: Boundary Reshaping Behavior in Online Discussion Communities," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 993-1010, September.
    2. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    3. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiu-Kin Loh & Voon-Hsien Lee & Xiu-Ming Loh & Garry Wei-Han Tan & Keng-Boon Ooi & Yogesh K. Dwivedi, 2022. "The Dark Side of Mobile Learning via Social Media: How Bad Can It Get?," Information Systems Frontiers, Springer, vol. 24(6), pages 1887-1904, December.
    2. Sáez-Ortuño, Laura & Forgas-Coll, Santiago & Huertas-Garcia, Ruben & Sánchez-García, Javier, 2023. "What's on the horizon? A bibliometric analysis of personal data collection methods on social networks," Journal of Business Research, Elsevier, vol. 158(C).
    3. C. Sarai R. Avila, 2024. "Tweet Influence on Market Trends: Analyzing the Impact of Social Media Sentiment on Biotech Stocks," Papers 2402.03353, arXiv.org.
    4. Osei-Frimpong, Kofi & McLean, Graeme & Islam, Nazrul & Appiah Otoo, Brigid, 2022. "What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement," Journal of Business Research, Elsevier, vol. 146(C), pages 288-307.
    5. Irina Wedel & Michael Palk & Stefan Voß, 2022. "A Bilingual Comparison of Sentiment and Topics for a Product Event on Twitter," Information Systems Frontiers, Springer, vol. 24(5), pages 1635-1646, October.
    6. Naveena Prakasam & Louisa Huxtable-Thomas, 2021. "Reddit: Affordances as an Enabler for Shifting Loyalties," Information Systems Frontiers, Springer, vol. 23(3), pages 723-751, June.
    7. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    8. Johnson, Nathan & Turnbull, Benjamin & Reisslein, Martin, 2022. "Social media influence, trust, and conflict: An interview based study of leadership perceptions," Technology in Society, Elsevier, vol. 68(C).
    9. Stefano Di Lauro & Aizhan Tursunbayeva & Gilda Antonelli & Marcello Martinez, 2021. "Organizational and Corporate Identity on Social Media: A Literature Review," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(4), pages 1-53, July.
    10. Aladwani, Adel M. & Dwivedi, Yogesh K., 2018. "Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media," International Journal of Information Management, Elsevier, vol. 43(C), pages 261-272.
    11. Wang, Guoqiang & Tan, Garry Wei-Han & Yuan, Yunpeng & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2022. "Revisiting TAM2 in behavioral targeting advertising: A deep learning-based dual-stage SEM-ANN analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    12. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    13. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    14. Natalia Levina & Manuel Arriaga, 2014. "Distinction and Status Production on User-Generated Content Platforms: Using Bourdieu’s Theory of Cultural Production to Understand Social Dynamics in Online Fields," Information Systems Research, INFORMS, vol. 25(3), pages 468-488, September.
    15. Baboo, Shabanaz & Nunkoo, Robin & Kock, Florian, 2022. "Social media attachment: Conceptualization and formative index construction," Journal of Business Research, Elsevier, vol. 139(C), pages 437-447.
    16. Liu, Huiyuan & Perera, Sandun C. & Wang, Jian-Jun & Leonhardt, James M., 2023. "Physician engagement in online medical teams: A multilevel investigation," Journal of Business Research, Elsevier, vol. 157(C).
    17. Acharya, Abhilash & Singh, Sanjay Kumar & Pereira, Vijay & Singh, Poonam, 2018. "Big data, knowledge co-creation and decision making in fashion industry," International Journal of Information Management, Elsevier, vol. 42(C), pages 90-101.
    18. Prabhsimran Singh & Yogesh K. Dwivedi & Karanjeet Singh Kahlon & Ravinder Singh Sawhney & Ali Abdallah Alalwan & Nripendra P. Rana, 0. "Smart Monitoring and Controlling of Government Policies Using Social Media and Cloud Computing," Information Systems Frontiers, Springer, vol. 0, pages 1-23.
    19. Gutiérrez-Nieto, Begoña & Serrano-Cinca, Carlos, 2019. "20 years of research in microfinance: An information management approach," International Journal of Information Management, Elsevier, vol. 47(C), pages 183-197.
    20. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:12:y:2022:i:1:p:21582440221079876. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.