Climate Change Advocacy and Engagement on Social Media.

This study analyzes how 21 leading environmental nongovernmental organizations (NGOs) framed climate change in their Facebook posts from 2014 to 2020 and how these frames related to public engagement measured by reactions, shares, and comments. The NGOs predominantly emphasized environmental impacts, political actions by individuals and groups, and political opposition or denial of climate change. Posts featuring affective elements—either positive sentiment or threat-based content such as environmental impacts and political opposition—were associated with higher engagement, particularly reactions and comments, while shares showed no clear pattern. The findings suggest that different framing strategies elicit distinct types of engagement, with positive or progress-oriented messages linked to affective responses and politicized frames prompting more cognitive engagement through comments. The study highlights the nuanced role of message framing in climate advocacy on social media and its limited but meaningful influence on public interaction.