The Role of Media Campaign via Social Media in Achieving Community Participation:

Document Type : Original Article

Author

Associated Professor, Faculty of Communication and Media, King Abdul Aziz University

Abstract

This study seeks to analyze the role of the media campaigns presented on social media sites in achieving community participation and impacting the youth actual behavior.
This study depends on both Uses and Gratification and the Social Presence Model, using questionnaire to collect data from a purposive sample of (50) University students.
The results show that male students participate more than female students, most of the sample uses social media sites regularly, but Facebook is the most used social media.
 Also, the results revealed that the majority are interested in following the media campaigns presented on social media to gather information about the charities, they participate in such activities because they trust these charities, and they prefer to participate in the donation campaigns, then the environmental awareness campaign and finally the health awareness campaign.
Furthermore, the emotional appeals and the religious aspects are the most important persuasive appeals implemented in these campaigns

Keywords

Files

Share

How to cite

Statistics