Group Type and Social Media Engagement Strategies in the EU: The Case of British Interest Groups on Facebook

Authors

  • Direnc Kanol Near East University
  • Muesser Nat Cyprus International University

DOI:

https://doi.org/10.20899/jpna.7.2.205-219

Keywords:

Facebook, Interest Groups, Interest Group Strategies, Social Media

Abstract

Although interest group strategies have been studied by a number of authors who compare different types of groups, our knowledge about how these different types of groups differ in the way they use social media as a strategy to realise their goals is limited. In this paper, we use the hierarchy of engagement model and investigate how British public interest groups and sectional groups, which are active at the European Union (EU) level, engage with the public on Facebook. Compared with information and community-type posts, action-type posts can attract more attention on social media. Public interest groups can use action-type messages as a tool for attracting public attention, thus, alleviating their relative disadvantage in attracting and maintaining members. Results show that the use of action-type messages are significantly higher for public interest groups.

Author Biographies

Direnc Kanol, Near East University

Direnç Kanol is an Associate Professor of Comparative Politics and Policies and Head of the Public Administration Department at Near East University. He has numerous publications on the comparative study of interest groups and lobbying. His latest publication, “Interest Groups and Lobbying in Political Executives,” appeared in The Oxford Handbook of Political Executives published by the Oxford University Press.

Muesser Nat, Cyprus International University

MĂĽesser Nat is an Associate Professor, Head of the Management Information Systems Department, and Director of the School of Applied Sciences at Cyprus International University. She has published extensively on e-learning and integration of technologies into organizations in various journals.

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Published

2021-08-01

Issue

Section

Research Articles