Publication Type

Journal Article

Publication Date

2014

Abstract

This case study explores how the Korea Leukemia Patient Group (KLPG) uses social media in its internal communication strategy and how that empowers its relationship with external counterparts. The findings of this study indicate that the local health NGO’s communication strategy is changing in response to the increased effectiveness and impact of social media. With the use of social media like Twitter, the KLPG can construct an issue-based advocacy group quickly and effectively. Consequently, more legitimacy and representativeness through collected support from general publics has further empowered the KLPG. Yet, the sustainability component in the relationships built through social media use was not evidenced in the current findings. The analysis of the effects of social media use were conducted based on data collected from interviews with top-level executive members and general members of the KLPG, as well as from documentation and archival materials. Limitations and suggestions for future research are included.

Keywords

health communication, patient activism, social media, e-mobilization, NGO communication

Discipline

Business

Research Areas

Corporate Communication

Publication

Media and Communication

Volume

2

Issue

2

First Page

72

Last Page

83

ISSN

2183-2489

Identifier

10.17645/mac.v2i2.7

Included in

Business Commons

Share

COinS