The participation on Facebook of stakeholders in non-profit organisations against cancer
DOI:
https://doi.org/10.25029/od.2017.151.13Keywords:
Non-profit organizations, Facebook, cancer, interaction, health communicationAbstract
In this paper, we analyse the Facebook strategy of four associations against cancer in Ibero-America where cancer is the second highest cause of mortality. We focus on messages with public interaction through the Comment button. The posts that receive most comments are those that refer to cancer in a general way and those that do not mention cancer at all. They inform and raise awareness, pursuing goals that are different to those of the associations, using images, hashtags and website links as their main tools.
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