TY  - JOUR
PY  - 2022//
TI  - Social media advocacy and gun violence: applying the engagement model to nonprofit organizations' communication efforts
JO  - Public relations review
A1  - Choi, Minhee
A1  - McKeever, Brooke
SP  - e102173
EP  - e102173
VL  - 48
IS  - 2
N2  - 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.<p />  <p>Language: en</p>
LA  - en
SN  - 0363-8111
UR  - http://dx.doi.org/10.1016/j.pubrev.2022.102173
ID  - ref1
ER  -