Tag Archives: Behavioral outcome

Digital Native at Work

Summary This study analyzed a social media campaign promoting child welfare to explore the associations among people’s social media use, their engagement with the campaign’s different social media platforms (blog, Facebook, Twitter), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows people’s use … Continue reading Engagement across Three Social Media Platforms: An Exploratory Study of a Cause-Related PR Campaign