A Content Analysis of U.S. Non-Profit Organizations’ College Drinking Awareness Facebook Pages: Interactivity and Engagement

Hannah Kang (강한나)

doi:10.24172/hcr.2019.18.1.1

A Content Analysis of U.S. Non-Profit Organizations’ College Drinking Awareness Facebook Pages: Interactivity and Engagement

Health Communication Research
2019, 18(1), pp.1~30
DOI : 10.24172/hcr.2019.18.1.1
Publisher : Korea Health Communication Association
Research Area : Social Science > Journalism and Broadcasting > Communication
Received : May 2, 2019
Accepted : July 16, 2019
Published : July 31, 2019

Hannah Kang ¹

¹한남대학교

Candidate

ABSTRACT

The purpose of this study is to analyze contents of Facebook for U.S. non-profit organizations related to college drinking, in order to understand how and to what extent the non-profit organizations related to U.S. college students’ drinking have used Facebook to target and communicate with people to increase their engagements in the social media. Based on the analysis of a total of 153 posts in the top five Facebook pages of U.S. non-profit organizations for a one year period in the area of college drinking, two types of interactivity were examined: interactive feature and message type. The results showed that the most common interactive feature the posts used was photo or image sharing (92.2%). In terms of message type, about 50% of the posts contained a message regarding calls for involvement, and threat appeal was used most. Moreover, some relationships between interactive feature/ message type and engagement were found. Results indicate that non-profit organizations related to college drinking have not utilized Facebook’s interactive features and messages effectively to attract U.S. college students to engage in their Facebook pages.

KEYWORDS

college drinking, interactivity, engagement

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A Content Analysis of U.S. Non-Profit Organizations’ College Drinking Awareness Facebook Pages: Interactivity and Engagement

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* References for papers published after 2025 are currently being built.

Health Communication Research 2025 KCI Impact Factor : 0.31

A Content Analysis of U.S. Non-Profit Organizations’ College Drinking Awareness Facebook Pages: Interactivity and Engagement

ABSTRACT

KEYWORDS

Journal Copyright Policy

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