Community interactions
The online presence of environmental NGOs (ENGOs) has opened the opportunity to gain independence from the limitation of the news media coverage they can get. However, multiple challenges, including dealing with interactions on social media, are among the complexities of using those channels. Commun...
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| Format: | Second cycle, A2E |
| Language: | Swedish Inglés |
| Published: |
2022
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| Online Access: | https://stud.epsilon.slu.se/17843/ |
| _version_ | 1855572962212577280 |
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| author | Progoulakis Kastillo, Aristeidis Andreas |
| author_browse | Progoulakis Kastillo, Aristeidis Andreas |
| author_facet | Progoulakis Kastillo, Aristeidis Andreas |
| author_sort | Progoulakis Kastillo, Aristeidis Andreas |
| collection | Epsilon Archive for Student Projects |
| description | The online presence of environmental NGOs (ENGOs) has opened the opportunity to gain independence from the limitation of the news media coverage they can get. However, multiple challenges, including dealing with interactions on social media, are among the complexities of using those channels. Communication in those spaces usually takes a positive or negative character, including strong criticism towards the ENGOs. To date, only a few studies in the environmental communication literature have analysed the implications of social media interactions for the ENGOs. Marketing studies about online brand communities, though, have developed several concepts that are tested in the analysis of this thesis.
This thesis aims to better understand online interaction on an ENGO social media page, in order to find out if the ENGO could adapt their online posting or interaction to promote beneficial interaction for the organisation with their visitors on Facebook. The approach selected includes a netnographic study and a thematic analysis of comments on different kinds of posts on the Greenpeace UK page. The qualitative data shows that there are important differences between the brands and ENGOs and missing aspects when using the online Brand community framework, but also new possibilities for understanding favourable and unfavourable comments of visitors on a Facebook toward the community. Finally, the practical implications of managing the social media of an ENGO are discussed regarding the use of the idea of ‘community’ understood as a group of people with shared concerns and values that co-creates a page. |
| format | Second cycle, A2E |
| id | RepoSLU17843 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2022 |
| publishDateSort | 2022 |
| record_format | eprints |
| spelling | RepoSLU178432022-06-24T01:01:10Z https://stud.epsilon.slu.se/17843/ Community interactions Progoulakis Kastillo, Aristeidis Andreas Rural sociology and social security The online presence of environmental NGOs (ENGOs) has opened the opportunity to gain independence from the limitation of the news media coverage they can get. However, multiple challenges, including dealing with interactions on social media, are among the complexities of using those channels. Communication in those spaces usually takes a positive or negative character, including strong criticism towards the ENGOs. To date, only a few studies in the environmental communication literature have analysed the implications of social media interactions for the ENGOs. Marketing studies about online brand communities, though, have developed several concepts that are tested in the analysis of this thesis. This thesis aims to better understand online interaction on an ENGO social media page, in order to find out if the ENGO could adapt their online posting or interaction to promote beneficial interaction for the organisation with their visitors on Facebook. The approach selected includes a netnographic study and a thematic analysis of comments on different kinds of posts on the Greenpeace UK page. The qualitative data shows that there are important differences between the brands and ENGOs and missing aspects when using the online Brand community framework, but also new possibilities for understanding favourable and unfavourable comments of visitors on a Facebook toward the community. Finally, the practical implications of managing the social media of an ENGO are discussed regarding the use of the idea of ‘community’ understood as a group of people with shared concerns and values that co-creates a page. 2022-06-17 Second cycle, A2E NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/17843/1/progoulakis-kastillo-a-a-20220617.pdf Progoulakis Kastillo, Aristeidis Andreas, 2022. Community interactions : how visitors co-create Greenpeace’s online presence. Second cycle, A2E. Uppsala: (NL, NJ) > Dept. of Urban and Rural Development (LTJ, LTV) > Dept. of Urban and Rural Development <https://stud.epsilon.slu.se/view/divisions/OID-595.html> urn:nbn:se:slu:epsilon-s-500379 eng |
| spellingShingle | Rural sociology and social security Progoulakis Kastillo, Aristeidis Andreas Community interactions |
| title | Community interactions |
| title_full | Community interactions |
| title_fullStr | Community interactions |
| title_full_unstemmed | Community interactions |
| title_short | Community interactions |
| title_sort | community interactions |
| topic | Rural sociology and social security |
| url | https://stud.epsilon.slu.se/17843/ https://stud.epsilon.slu.se/17843/ |