Efektivitas Media Sosial untuk Gerakan Sosial Pelestarian Lingkungan

Abstract

Social media in has become one of the media for social movement campaign of environmental preservation. KeSEMaT organization as a mangrove preservation organization that persuade society to participate through online activity by using @KeSEMaT and offline activity. This research aimed to describe the participation of @KeSEMaT followers in social media and the factors that influence it; to describe the effectiveness of @KeSEMaT in changing behavior of @KeSEMaT followers and to analyze the relationship with participation in social media; to describe the participation of @KeSEMaT followers in offline activity and analyze the relationship of behavior change. The subject of this research is the follower of @KeSEMaT account. The research is used quantitive method that is supported by qualitative method. The results of this research shows that high involvement in social media can affect the follower to participate in KeSEMaT activity.