Citation

Choi M, McKeever B. Public Relat. Rev. 2022; 48(2): e102173.

Copyright

(Copyright © 2022, Elsevier Publishing)

DOI

10.1016/j.pubrev.2022.102173

PMID

unavailable

Abstract

Applying the model of engagement, this study tests the effectiveness of social media advocacy strategies, framing, and mobilizing information related to nonprofit organizations' communication about the issue of gun violence. An online experiment revealed successful social media advocacy strategies within the engagement model. Two key components of social media advocacy were identified: (1) public relations practitioners' roles in shaping messages and mobilizing publics; (2) the important role of marginalized groups and individuals in issue amplification.

Language: en

Keywords

Engagement model; Experiment; Gun violence; Public health framing; Social media advocacy