Author's Department
Journalism & Mass Communication Department
Second Author's Department
Journalism & Mass Communication Department
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https://doi.org/10.3390/su16093553
Document Type
Research Article
Publication Title
Sustainability (Switzerland)
Publication Date
5-1-2024
doi
10.3390/su16093553
Abstract
Like many developing nations, Egypt is facing a climate crisis due to its agricultural dependence and the Nile Delta’s vulnerability. Despite government plans for sustainable development, recent infrastructure projects have resulted in large-scale green space removal. Effective communication about environmental issues can spark pro-environmental behavior and citizen activism. This study explores social media’s potential to bridge this gap in Egypt. Utilizing Facebook AB testing with a limited budget, we reached a significant 2.3% of Egypt’s online population (nearly 2 million users). This study explored message framing, with findings showing that rational posts resonated best while fear appeals had minimal impact. Social media’s cost-effectiveness and message-framing consideration provide a strategic approach for NGOs to reach a large audience and encourage climate action in Egypt.
Recommended Citation
APA Citation
Hamelin, N.
&
Halawa, P.
(2024). Harnessing Social Media for Climate Action in Developing Countries: A Case Study of Egypt. Sustainability (Switzerland), 16(9),
https://doi.org/10.3390/su16093553
MLA Citation
Hamelin, Nicolas, et al.
"Harnessing Social Media for Climate Action in Developing Countries: A Case Study of Egypt." Sustainability (Switzerland), vol. 16, no. 9, 2024
https://doi.org/10.3390/su16093553
Comments
Article. Record derived from SCOPUS.