Social media adoption, message content, and reach: an examination of Red Cross and Red Crescent national societies
by Clayton Wukich; Ashish Khemka
International Journal of Emergency Management (IJEM), Vol. 13, No. 2, 2017

Abstract: This paper examines how and to what extent national-level Red Cross and Red Crescent organisations (i.e. national societies) use the social media platform Twitter. Specifically, we assess (a) adoption rates and influential factors; (b) message types and frequency; and (c) the ability to reach large audiences. Findings demonstrate that while the digital divide (i.e. the disparity between country-level internet access rates) limits adoption, key exceptions signal the potential for further diffusion. This paper also illustrates disparate message types, points out the limits of organisational reach, and presents evidence-based suggestions to improve message amplification.

Online publication date: Tue, 21-Mar-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Emergency Management (IJEM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email