Abstract
Drawing on agenda-setting theory, this study examines the effects of organisational Twitter accounts on public discourse in the Twittersphere. The tweets that mention one of three youth mental health organisations were theorised to emanate the particular focus of the organisation mentioned. This was investigated by analysing 600 randomly selected tweets that mentioned one of three national mental health organisations – ReachOut, headspace, or the Young and Well Cooperative Research Centre. Findings supported anticipated patterns, whereby the tweets reflected the remit of the three organisations. These findings reveal the influential role of social media in setting a youth mental health agenda. The implications for practitioners and researchers are discussed.
| Original language | English |
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| Title of host publication | Proceedings of the 29th Australian and New Zealand Academy of Management Conference (ANZAM 2015): Managing for Peak Performance, 2-4 December 2015, Queenstown, New Zealand |
| Publisher | ANZAM |
| Number of pages | 19 |
| Publication status | Published - 2015 |
| Event | Australian and New Zealand Academy of Management. International Conference - Duration: 2 Dec 2015 → … |
Conference
| Conference | Australian and New Zealand Academy of Management. International Conference |
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| Period | 2/12/15 → … |
Keywords
- Internet marketing
- online social networks
- youth
- mental health