While environmental groups once relied on local, grassroots campaigns and traditional media to broadcast their messages, social media offer an additional delivery method for their messages. This study examines whether fear or information frame is more effective to spur environmental activism and engagement. We also research how perceived efficacy and fear affect behavioral intent toward environmental action. Results show people are motivated to act when frightened, threatened, and responses exist that could alleviate those threats.

By: Carol
 Terracina‐Hartman, Brian 
Bienkowski, Michael 
Myers and  Shaheen Kanthawala

Keywords: social media, Framing, Media, NPOs, behavioral intent, efficacy

Read the full article: http://j-school.jrn.msu.edu/kc/files/2013/10/socialmedia_forKC.pdf