Communication Design Quarterly Mar 2017 Open Access

Saving the sea, socially: measuring the relationship between content and gesture on Facebook

Sarah-Beth Hopton Appalachian State University ; R. Mitchell Parry Appalachian State University

Abstract

This article explores the relationship between gesture and content on the social media platform Facebook. Analyzing the results of a digital content analysis of more than 1,600 posts from the Roatan Marine Park's Facebook page, this study reports the significant correlations found between various types of content, media, and engagement gestures. Findings suggest there is a relationship between content and gesture on Facebook, but what triggers stakeholders to "like" and "comment" on content is different from what triggers them to share content. The study concludes with six applications of these findings relevant to practitioners working with nonprofit organizations on Facebook.

Journal
Communication Design Quarterly
Published
2017-03-22
DOI
10.1145/3068755.3068759
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Topics
social media
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Citation Context

Cited by in this index (1)

  1. Pigg et al. (2022)
    When Extension and Rhetorical Engagement Meet: Framing Public Audiences for Agr…
    Technical Communication Quarterly

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