Driving organizational communication impact on social media: Understanding Information, Relational, and Action content for Effective Resource Mobilization and Awareness in Africa.

This article examines how humanitarian service organizations in sub-Saharan Africa use LinkedIn for organizational communication, focusing on the impact of different communication content functions—informational, relational, and action-oriented—on awareness creation and resource mobilization (fundraising). Analyzing 1,600 posts from 77 organizations, the study finds that informational content significantly enhances awareness, while relational and action content do not show statistically significant effects on either awareness or fundraising outcomes. Additionally, the inclusion of multimedia elements, especially images, positively influences engagement for both awareness and fundraising. The findings highlight LinkedIn's distinct communication dynamics compared to other social media platforms and suggest that humanitarian organizations should tailor their LinkedIn strategies by emphasizing informational content and multimedia to optimize visibility and support mobilization.