Social media adoption, message content, and reach: An examination of Red Cross and Red Crescent national societies

被引：0

作者：

Wukich C. ^{[1
]}

Khemka A. ^{[1
]}

机构：

[1] Department of Political Science, Sam Houston State University, 1901 Avenue I, Huntsville, 77341, TX

来源：

Wukich, Clayton (wukich@shsu.edu) | 1600年 / Inderscience Publishers卷 / 13期

关键词：

Emergency management; Nongovernmental organisations; Social media; Twitter;

D O I：

10.1504/IJEM.2017.083117

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

This paper examines how and to what extent national-level Red Cross and Red Crescent organisations (i.e. national societies) use the social media platform Twitter. Specifically, we assess (a) adoption rates and influential factors; (b) message types and frequency; and (c) the ability to reach large audiences. Findings demonstrate that while the digital divide (i.e. the disparity between country-level internet access rates) limits adoption, key exceptions signal the potential for further diffusion. This paper also illustrates disparate message types, points out the limits of organisational reach, and presents evidence-based suggestions to improve message amplification. Copyright © 2017 Inderscience Enterprises Ltd.

引用

页码：89 / 116

页数：27

共 27 条

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