The social media strategist: build a successful programs from the inside-out for public awareness with moderation of journalism

Tongtong Duan

International Journal of Applied Systemic Studies, 2026, vol. 13, issue 2, 109-123

Abstract: Social media platforms are crucial to create public awareness through enabling swift sharing of information, amplifying voices, and fostering engagement on various important issues. Similarly, journalism plays a vital role in leveraging social media for public awareness by disseminating accurate and timely information along with offering critical analysis. This study explores the association between social media (SM) evolving platforms (e.g., WeChat, Weibo, Douyin, Tencent QQ, Youku, and Xiaohongshu) and public awareness (PA) with moderation of journalism practices (JPs), e.g., fact-checking, source integrity, ethical reporting, investigative reporting, accountability, interviewing skills, clear writing, and cultural sensitivity drawing on framing theory. It is found through search engine marketing that social media platforms (SMs) are positively correlated creating public awareness. Moreover, this study confirmed a positive moderation of journalism practices that strengthens the connection between SM and public awareness.

Keywords: social media; public awareness; journalism practices; framing theory; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2026
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