Social Media and Campaigns for Social Good Case Study: Michele Hajal Fight with Lymphoma Cancer

Abstract

The consumption of social media has increased dramatically worldwide. It has become a tool for people to create awareness on various topics. Social media has become an effective way in reaching mass audiences. This research focuses on the strength of social media in raising donations for good causes. The problem was approached using content analysis and survey. This study was guided by the following questions: (1) Does social media increased the support toward Michele Hajal's case? (2) What is the role of social media influencers in Michele's campaigns? And (3) What are the factors that had spread the message in social media? The research sampled Michele Hajal social media campaign to answer these questions. The findings reveal that social media does indeed play a major role in increasing the support for a social cause, revealing the importance of factors used as well as the role of social media influencers.