Social Media Use and Environmentalism in China: A Study of Chinese Environmental NGOs’ Weibo Use Behavior

This study examines Weibo use practices of environmental non-government organizations (ENGOs) in China. By content analyzing 1143 Weibo posts of 59 ENGOs, the study finds that Chinese ENGOs use Weibo mainly for sharing information rather than mobilizing. From the resource network perspective, the study examines how different types of ENGOs utilize resources and build their networks in Weibo. The social network analysis result shows that GONGOs tend to serve for the benefit of state-government, keeping close relationships with state media and government in Weibo. By contrast, GRNGOs and especially INGOs prefer to build networks with their peer ENGOs, commercial media and celebrities. The study sheds lights on social media strategies used by ENGOs in environmental participation, and highlights such resources as commercial media and opinion leaders in facilitating the development of environmentalism in China.