Efficacy in communication of DNGOs. The use of Facebook in emergency campaigns

dc.contributor.authorArroyo-Almaraz, Isidoro
dc.contributor.authorCalle-Mendoza, Samuel
dc.contributor.authorVan Wyk, Cliff
dc.date.accessioned2025-07-29T11:46:46Z
dc.date.available2025-07-29T11:46:46Z
dc.date.issued2018-04-23
dc.description.abstractIntroduction.Social networks are the base of the efficacy of communication of DNGO. The objective of the study is to determine the role of said networks and analyze the characteristics of Facebook messages, the most used social network in emergency campaigns. Methodology. We performed a survey to DGNO’s community managers, we have studied the behaviors of their publics through the interaction rate and performed a contents analysis of the messages of the campaign of Hurricane Matthew in Haiti. Results. Data show that on emergency campaigns publics have more interaction if messages are well articulated. Conclusions and discussion. The efficacy of the emergency campaigns depends more on the interaction of publics than the number of posts published. When the public is more active there generates the horizontal conversation DNGO look for.
dc.identifier.citationArroyo-Almaraz, I., Calle-Mendoza, S., & Van Wyk, C. (2018). Efficacy in communication of DNGOs. The use of Facebook in emergency campaigns. Revista Latina de Comunicación Social, 73, 765-789.
dc.identifier.doihttp://dx.doi.org/10.4185/RLCS-2018-1281en
dc.identifier.issn1138-5820
dc.identifier.urihttps://hdl.handle.net/10115/96277
dc.language.isoen
dc.publisherHistoria de los Sistemas Informativos
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectFacebook
dc.subjectDNGO
dc.subjectCommunication
dc.subjectEmergency
dc.subjectSocial networks
dc.subjectEfficacy
dc.titleEfficacy in communication of DNGOs. The use of Facebook in emergency campaigns
dc.typeArticle

Archivos

Bloque original

Mostrando 1 - 1 de 1
Cargando...
Miniatura
Nombre:
admrevistalatina,+536-ENG-Texto+del+artí_culo-2413-1-10-20200809.pdf
Tamaño:
305.42 KB
Formato:
Adobe Portable Document Format