The role of NGOs in climate policies: The case of Tunisia

Harnessing Social Media for Climate Action in Developing Countries: A Case Study of Egypt

“…NGOs have emerged as key players in raising climate change awareness and are often more effective than governments due to their agility and ability to leverage resources efficiently. In developing countries, where traditional media coverage of climate change has been limited [26], NGOs have emerged as a crucial force in raising public awareness, leveraging social media as a key tool [27,28]. Their primary objective is to educate the public about the challenges posed by climate change [29].…”

“…NGOs have traditionally favored social media platforms like Twitter for climate change communication due to their cost-effectiveness. This allows them to tailor messaging strategies to resonate with different audiences, considering cultural beliefs and individual backgrounds [27,28,32,33]. However, research on social media's effectiveness in influencing green behavior remains limited [42,43].…”

“…All social media ads achieved similar click-through rates, around 0.3% (Table 2). However, user engagement varied by emotional appeal: The ads had varying levels of engagement, with the rational appeal receiving the highest number of post reactions (58), followed by the fear appeal (28) and the hope appeal (44). Additionally, the rational appeal had the most post shares (4) and one post save, indicating higher user engagement and potential for organic reach.…”