Details of Research Outputs

Climate change is of global concern as it affects all aspects of human society. Climate change communication is, therefore, the purview of many stakeholders, including organisations in the non-profit sector. This study seeks to examine climate change communication efforts by Malaysian environmental non-governmental organisation (ENGO) EcoKnights in fostering patterns of pro-environmental behaviours among local communities. The study specifically described the strategic use of social media platforms such as Facebook to communicate content designed to foster sustainable behaviours. Content analysis and expert interviews revealed that this ENGO primarily utilises Facebook for relaying information to target audiences. The results are consistent with prior research of climate change communication on social media in different socio-cultural contexts and, furthermore, they provided descriptions on the level of public engagement with the contents published on Facebook. User engagement was greater for information or action- oriented posts, compared to posts that primarily functioned for community-building. Posts promoting an organisational event, for example, elicited a large number of likes, comments and shares compared to posts giving recognition and thanks to stakeholders for their work at EcoKnights®. A clear picture of the actual influence of contemporary social media use by ENGOs in Malaysia on public behavioural patterns is, therefore, possible with future research that build upon the descriptions provided here.