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Progoulakis Kastillo, Aristeidis Andreas, 2022. Community interactions : how visitors co-create Greenpeace’s online presence. Second cycle, A2E. Uppsala: SLU, Dept. of Urban and Rural Development



The online presence of environmental NGOs (ENGOs) has opened the opportunity to gain independence from the limitation of the news media coverage they can get. However, multiple challenges, including dealing with interactions on social media, are among the complexities of using those channels. Communication in those spaces usually takes a positive or negative character, including strong criticism towards the ENGOs. To date, only a few studies in the environmental communication literature have analysed the implications of social media interactions for the ENGOs. Marketing studies about online brand communities, though, have developed several concepts that are tested in the analysis of this thesis.

This thesis aims to better understand online interaction on an ENGO social media page, in order to find out if the ENGO could adapt their online posting or interaction to promote beneficial interaction for the organisation with their visitors on Facebook. The approach selected includes a netnographic study and a thematic analysis of comments on different kinds of posts on the Greenpeace UK page. The qualitative data shows that there are important differences between the brands and ENGOs and missing aspects when using the online Brand community framework, but also new possibilities for understanding favourable and unfavourable comments of visitors on a Facebook toward the community. Finally, the practical implications of managing the social media of an ENGO are discussed regarding the use of the idea of ‘community’ understood as a group of people with shared concerns and values that co-creates a page.

Main title:Community interactions
Subtitle:how visitors co-create Greenpeace’s online presence
Authors:Progoulakis Kastillo, Aristeidis Andreas
Supervisor:Joosse, Sofie
Examiner:Bergeå, Hanna
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2022
Level and depth descriptor:Second cycle, A2E
Student's programme affiliation:NM026 Environmental communication and management - Master's programme
Supervising department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:community, Greenpeace, Facebook, page, social media, co-creation, online community, interaction, comments, environmental communication, marketing, NGO
Permanent URL:
Subject. Use of subject categories until 2023-04-30.:Rural sociology and social security
Deposited On:23 Jun 2022 08:28
Metadata Last Modified:24 Jun 2022 01:01

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