University of Twente Student Theses
Understanding the message functions in health communication, promotion and public engagement on Twitter: An exploratory analysis of the SunSmart campaign
Pan, Ying-Ling (2018) Understanding the message functions in health communication, promotion and public engagement on Twitter: An exploratory analysis of the SunSmart campaign.
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| Abstract: | As the mortality of skin cancer has risen rapidly over the recent decades, skin health organisations largely use social media as a communication tool to promote health campaigns and encourage participation. However, little is known about the specific approach to foster engagement via tweets as a form of health communication and promote health campaigns to engage the public. By focusing on the SunSmart skin health campaign on Twitter, this study aims to investigate how the communication during the campaign is characterized in terms of the functions of messages, to what extent the use of these messages can create public engagement, and how message contents play our among the functions. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/76515 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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