An Analysis of Effective Factors in Public Awareness Campaigns through Facebook: Focus on Fine Dust Issues
- Authors
- 응웬 탄 마이; 조삼섭
- Issue Date
- Dec-2021
- Publisher
- 한국콘텐츠학회
- Keywords
- Risk communication; Situational theory of problem solving; environmental campaign; Fine dust issue; Social media campaign; Facebook
- Citation
- International Journal of Contents, v.17, no.4, pp 35 - 45
- Pages
- 11
- Journal Title
- International Journal of Contents
- Volume
- 17
- Number
- 4
- Start Page
- 35
- End Page
- 45
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146034
- DOI
- 10.5392/IJoC.2021.17.4.035
- ISSN
- 1738-6764
2093-7504
- Abstract
- In this study, we analyzed the factors that affect public awareness campaigns on social media platforms and developed an integrated model for measuring the persuasiveness of environmental social media campaigns. A survey questionnaire was created and distributed on Facebook with the goal of reaching individuals in their 20s and 40s in Vietnam, and 395 valid replies were gathered. The findings showed that the STOPS was reconfirmed as a suitable theoretical framework for analyzing the public's behaviour intention to conduct information related to the issue of fine dust, especially on social media. Furthermore, it also showed that social media efficacy has a moderating effect on the relationship between public’s situational recognition and informational behaviour intention. This suggested that through social media platforms, personal characteristics play a vital part in developing effective environmental campaigns. Implications for both theory and practice were discussed.
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