{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,8]],"date-time":"2026-05-08T23:06:40Z","timestamp":1778281600140,"version":"3.51.4"},"reference-count":55,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2024,5,14]],"date-time":"2024-05-14T00:00:00Z","timestamp":1715644800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2025,5,27]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Drawing on the moral foundations theory (MFT), we examine what nonprofit organizations (NPOs) discuss and how NPOs engage in gun-related issues on Twitter. Specifically, we explore latent topics and embedded moral values (i.e. care, fairness, loyalty, authority, and sanctity) in NPOs\u2019 tweets and investigate the effects of the latent topics and moral values on invoking public engagement.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data were retrieved by the Twint Python and the rtweet R packages. Finally, 5,041 tweets posted by 679 NPOs were analyzed via unsupervised topic modeling and the extended moral foundations dictionary (eMFD). Negative binomial regression analysis was employed for statistical analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>NPOs\u2019 engagement in gun-related issues mainly focuses on laws and policies, calling for action and collaborations, and school safety. All five moral foundations are more salient in the cluster of laws and policies. When NPOs discuss the above-mentioned three topics, the public is less likely to like or retweet NPOs\u2019 messages. In contrast, NPOs\u2019 messages with the sanctity foundation are most likely to receive likes and retweets from the public. The fairness foundation interacts with Cluster 3 of school safety on the number of likes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study enhances the understanding of gun-related social media discussions by identifying the crucial involvement of NPOs as major stakeholders. In addition, our study enriches the existing literature on NPOs\u2019 social media communication by including moral values and their moral-emotional effects on public engagement. Finally, our study validates the eMFD dictionary and broadens its applicability to gun-related topics.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-11-2022-0909","type":"journal-article","created":{"date-parts":[[2024,5,12]],"date-time":"2024-05-12T09:21:08Z","timestamp":1715505668000},"page":"981-1001","source":"Crossref","is-referenced-by-count":3,"title":["How do NPOs\u2019 topics and moral foundations in gun-related issues influence public engagement on Twitter?"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0572-3964","authenticated-orcid":false,"given":"Yafei","family":"Zhang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Li","family":"Chen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ming","family":"Xie","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,5,14]]},"reference":[{"issue":"4","key":"key2025052606250013500_ref001","doi-asserted-by":"publisher","first-page":"369","DOI":"10.1016\/j.pubrev.2013.07.013","article-title":"Fostering democracy through social media: evaluating diametrically opposed nonprofit advocacy organizations' use of Facebook, Twitter, and YouTube","volume":"39","year":"2013","journal-title":"Public Relations Review"},{"key":"key2025052606250013500_ref002","unstructured":"Benton, A., Hancock, B., Coppersmith, G., Ayers, J. and Dredze, M. (2016), \u201cAfter Sandy Hook elementary: a year in the gun control debate on Twitter\u201d, available at: https:\/\/doi.org\/10.48550\/ARXIV.1610.02060 (accessed 10 September 2022)."},{"issue":"10","key":"key2025052606250013500_ref003","doi-asserted-by":"publisher","first-page":"3062","DOI":"10.1177\/1461444820943854","article-title":"Beyond the eye-catchers: a large-scale study of social movement organizations' involvement in online protests","volume":"23","year":"2021","journal-title":"New Media and Society"},{"issue":"28","key":"key2025052606250013500_ref004","doi-asserted-by":"publisher","first-page":"7313","DOI":"10.1073\/pnas.1618923114","article-title":"Emotion shapes the diffusion of moralized content in social networks","volume":"114","year":"2017","journal-title":"Proceedings of the National Academy of Sciences"},{"issue":"3","key":"key2025052606250013500_ref005","doi-asserted-by":"publisher","first-page":"243","DOI":"10.1001\/jamapsychiatry.2020.2493","article-title":"Beyond gun laws-Innovative interventions to reduce gun violence in the United States","volume":"78","year":"2021","journal-title":"JAMA Psychiatry"},{"issue":"3","key":"key2025052606250013500_ref006","doi-asserted-by":"publisher","first-page":"851","DOI":"10.2466\/pr0.1966.18.3.851","article-title":"Hierarchical cluster analysis","volume":"18","year":"1966","journal-title":"Psychological Reports"},{"issue":"2","key":"key2025052606250013500_ref007","doi-asserted-by":"publisher","first-page":"347","DOI":"10.1111\/soin.12413","article-title":"Gun owners and gun control: shared status, divergent opinions","volume":"91","year":"2021","journal-title":"Sociological Inquiry"},{"issue":"2","key":"key2025052606250013500_ref008","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2022.102173","article-title":"Social media advocacy and gun violence: applying the engagement model to nonprofit organizations' communication efforts","volume":"48","year":"2022","journal-title":"Public Relations Review"},{"issue":"3","key":"key2025052606250013500_ref009","doi-asserted-by":"publisher","first-page":"659","DOI":"10.1017\/S0022381613000492","article-title":"How words do the work of politics: moral foundations theory and the debate over stem cell research","volume":"75","year":"2013","journal-title":"The Journal of Politics"},{"issue":"2","key":"key2025052606250013500_ref010","first-page":"16","article-title":"What constitutes semantic network analysis? A comparison of research and methodologies","volume":"21","year":"1998","journal-title":"Connections"},{"issue":"2","key":"key2025052606250013500_ref011","doi-asserted-by":"publisher","first-page":"138","DOI":"10.1080\/01292986.2023.2169944","article-title":"Leveraging moral foundations for corporate social advocacy combating anti-Asian racism: a computational approach","volume":"33","year":"2023","journal-title":"Asian Journal of Communication"},{"key":"key2025052606250013500_ref012","volume-title":"Encountering Development: the Making and Unmaking of the Third World","year":"1995"},{"issue":"3","key":"key2025052606250013500_ref013","doi-asserted-by":"publisher","first-page":"1","DOI":"10.4148\/1051-0834.2431","article-title":"A statistical approach to classification: a guide to hierarchical cluster analysis in agricultural communications research","volume":"106","year":"2022","journal-title":"Journal of Applied Communications"},{"issue":"2","key":"key2025052606250013500_ref014","doi-asserted-by":"publisher","first-page":"366","DOI":"10.1037\/a0021847","article-title":"Mapping the moral domain","volume":"101","year":"2011","journal-title":"Journal of Personality and Social Psychology"},{"key":"key2025052606250013500_ref015","doi-asserted-by":"crossref","unstructured":"Graham, J., Haidt, J., Koleva, S., Motyl, M., Iyer, R., Wojcik, S.P. and Ditto, P.H. (2013), \u201cMoral foundations theory: the pragmatic validity of moral pluralism\u201d, in Devine, P. and Plant, A. (Eds), Advances in Experimental Social Psychology, Academic Press, pp.\u00a055-130, doi: 10.1016\/B978-0-12-407236-7.00002-4.","DOI":"10.1016\/B978-0-12-407236-7.00002-4"},{"issue":"1","key":"key2025052606250013500_ref016","doi-asserted-by":"publisher","first-page":"5","DOI":"10.1177\/0899764017713724","article-title":"Speaking and being heard: how nonprofit advocacy organizations gain attention on social media","volume":"47","year":"2018","journal-title":"Nonprofit and Voluntary Sector Quarterly"},{"issue":"2","key":"key2025052606250013500_ref017","doi-asserted-by":"publisher","first-page":"332","DOI":"10.1177\/1077699016639231","article-title":"Big social data analytics in journalism and mass communication","volume":"93","year":"2016","journal-title":"Journalism and Mass Communication Quarterly"},{"issue":"5","key":"key2025052606250013500_ref018","doi-asserted-by":"publisher","first-page":"651","DOI":"10.1080\/15205436.2021.1898644","article-title":"What makes gun violence a (less) prominent issue? A computational analysis of compelling arguments and selective agenda setting","volume":"24","year":"2021","journal-title":"Mass Communication and Society"},{"key":"key2025052606250013500_ref019","doi-asserted-by":"publisher","DOI":"10.1177\/009365022311515","article-title":"Agenda setting, cross-cutting effects, and political expression on social media: the gun violence case","year":"2023","journal-title":"Communication Research"},{"issue":"1","key":"key2025052606250013500_ref020","doi-asserted-by":"publisher","first-page":"98","DOI":"10.1007\/s11211-007-0034-z","article-title":"When morality opposes justice: conservatives have moral intuitions that liberals may not recognize","volume":"20","year":"2007","journal-title":"Social Justice Research"},{"issue":"4","key":"key2025052606250013500_ref021","doi-asserted-by":"publisher","first-page":"55","DOI":"10.1162\/0011526042365555","article-title":"Intuitive ethics: how innately prepared intuitions generate culturally variable virtues","volume":"133","year":"2004","journal-title":"Daedalus"},{"issue":"1","key":"key2025052606250013500_ref022","doi-asserted-by":"publisher","first-page":"232","DOI":"10.3758\/s13428-020-01433-0","article-title":"The extended Moral Foundations Dictionary (eMFD): development and applications of a crowd-sourced approach to extracting moral intuitions from text","volume":"53","year":"2021","journal-title":"Behavior Research Methods"},{"issue":"1","key":"key2025052606250013500_ref023","doi-asserted-by":"publisher","first-page":"89","DOI":"10.1080\/21670811.2015.1093271","article-title":"Quantitative analysis of large amounts of journalistic texts using topic modelling","volume":"4","year":"2016","journal-title":"Digital Journalism"},{"key":"key2025052606250013500_ref024","doi-asserted-by":"crossref","unstructured":"Johnston, K. (2018), \u201cToward a theory of social engagement\u201d, in Johnston, K. and Taylor, M. (Eds), The Handbook of Communication Engagement, John Wiley & Sons, pp.\u00a017-32, doi: 10.1002\/9781119167600.","DOI":"10.1002\/9781119167600.ch2"},{"key":"key2025052606250013500_ref025","doi-asserted-by":"publisher","first-page":"719","DOI":"10.1932\/8036\/20220005","article-title":"Advocating \u201crefugees\u201d for social justice: questioning victimhood and voice in NGOs' use of Twitter","volume":"16","year":"2022","journal-title":"International Journal of Communication"},{"issue":"2","key":"key2025052606250013500_ref026","doi-asserted-by":"publisher","first-page":"184","DOI":"10.1016\/j.jrp.2012.01.006","article-title":"Tracing the threads: how five moral concerns (especially Purity) help explain culture war attitudes","volume":"46","year":"2012","journal-title":"Journal of Research in Personality"},{"issue":"6","key":"key2025052606250013500_ref027","doi-asserted-by":"publisher","first-page":"1097","DOI":"10.1080\/02699931.2016.1194258","article-title":"What elicits third-party anger? The effects of moral violation and others' outcome on anger and compassion","volume":"31","year":"2017","journal-title":"Cognition and Emotion"},{"issue":"4","key":"key2025052606250013500_ref028","doi-asserted-by":"publisher","first-page":"514","DOI":"10.2753\/PMR1530-9576320402","article-title":"Political advocacy by nonprofit organizations: a strategic management explanation","volume":"32","year":"2009","journal-title":"Public Performance and Management Review"},{"key":"key2025052606250013500_ref029","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2021.106838","article-title":"Organizational sensemaking in tough times: the ecology of NGOs' COVID-19 issue discourse communities on social media","volume":"122","year":"2021","journal-title":"Computers in Human Behavior"},{"issue":"5","key":"key2025052606250013500_ref030","doi-asserted-by":"publisher","first-page":"807","DOI":"10.1016\/j.pubrev.2018.10.009","article-title":"Tweeting about emergency: a semantic network analysis of government organizations' social media messaging during Hurricane Harvey","volume":"44","year":"2018","journal-title":"Public Relations Review"},{"issue":"3","key":"key2025052606250013500_ref031","doi-asserted-by":"publisher","first-page":"337","DOI":"10.1111\/j.1083-6101.2012.01576.x","article-title":"Information, community, and action: how nonprofit organizations use social media","volume":"17","year":"2012","journal-title":"Journal of Computer-Mediated Communication"},{"issue":"4","key":"key2025052606250013500_ref032","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2021.102074","article-title":"Managing multi-stakeholder relationships in nonprofit organizations through multiple channels: a systematic review and research agenda for enhancing stakeholder relationship marketing","volume":"47","year":"2021","journal-title":"Public Relations Review"},{"key":"key2025052606250013500_ref033","doi-asserted-by":"publisher","first-page":"238","DOI":"10.1016\/j.chb.2015.06.040","article-title":"Communication in the face of a school crisis: examining the volume and content of social media mentions during active shooter incidents","volume":"53","year":"2015","journal-title":"Computers in Human Behavior"},{"issue":"5","key":"key2025052606250013500_ref034","doi-asserted-by":"publisher","first-page":"417","DOI":"10.1080\/1062726X.2014.951047","article-title":"Perceptual, attitudinal, and behavioral outcomes of organization\u2013Public engagement on corporate social networking sites","volume":"26","year":"2014","journal-title":"Journal of Public Relations Research"},{"issue":"1","key":"key2025052606250013500_ref035","doi-asserted-by":"publisher","first-page":"272","DOI":"10.1111\/ssqu.12555","article-title":"What Americans think about gun control: evidence from the general social survey, 1972-2016","volume":"100","year":"2019","journal-title":"Social Science Quarterly"},{"issue":"3","key":"key2025052606250013500_ref036","doi-asserted-by":"publisher","first-page":"350","DOI":"10.1177\/0893318920912196","article-title":"How corporate social advocacy affects attitude change toward controversial social issues","volume":"34","year":"2020","journal-title":"Management Communication Quarterly"},{"key":"key2025052606250013500_ref037","unstructured":"Pew Research Center (2021), \u201cKey facts about Americans and guns\u201d, available at: https:\/\/www.pewresearch.org\/fact-tank\/2021\/09\/13\/key-facts-about-americans-and-guns\/ (accessed 15 October 2022)."},{"issue":"515","key":"key2025052606250013500_ref038","doi-asserted-by":"publisher","first-page":"988","DOI":"10.1080\/01621459.2016.1141684","article-title":"A model of text for experimentation in the social sciences","volume":"111","year":"2016","journal-title":"Journal of the American Statistical Association"},{"issue":"6","key":"key2025052606250013500_ref039","doi-asserted-by":"publisher","first-page":"1214","DOI":"10.1177\/0003122417736289","article-title":"Community and the crime decline: the causal effect of local nonprofits on violent crime","volume":"82","year":"2017","journal-title":"American Sociological Review"},{"issue":"3","key":"key2025052606250013500_ref040","doi-asserted-by":"publisher","first-page":"294","DOI":"10.1080\/10495142.2018.1452821","article-title":"The social network?: nonprofit constituent engagement through social media","volume":"30","year":"2018","journal-title":"Journal of Nonprofit and Public Sector Marketing"},{"issue":"2","key":"key2025052606250013500_ref041","doi-asserted-by":"publisher","first-page":"608","DOI":"10.1111\/ssqu.12323","article-title":"Framing the gun control debate: press releases and framing strategies of the National Rifle Association and the Brady campaign","volume":"98","year":"2017","journal-title":"Social Science Quarterly"},{"issue":"2","key":"key2025052606250013500_ref042","doi-asserted-by":"publisher","first-page":"187","DOI":"10.1023\/A:1016033012225","article-title":"Changing frameworks in attitudes toward abortion","volume":"17","year":"2002","journal-title":"Sociological Forum"},{"issue":"9","key":"key2025052606250013500_ref043","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0238491","article-title":"COVID-19: retransmission of official communications in an emerging pandemic","volume":"15","year":"2020","journal-title":"PloS One"},{"issue":"4","key":"key2025052606250013500_ref044","doi-asserted-by":"publisher","first-page":"565","DOI":"10.1007\/s11077-018-9329-1","article-title":"Expanding the scope and content of morality policy research: lessons from Moral Foundations Theory","volume":"51","year":"2018","journal-title":"Policy Sciences"},{"issue":"0","key":"key2025052606250013500_ref045","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/10495142.2021.1953668","article-title":"All talk and no action? A comparative analysis of nonprofit Twitter chats","volume":"0","year":"2023","journal-title":"Journal of Nonprofit and Public Sector Marketing"},{"issue":"3","key":"key2025052606250013500_ref046","doi-asserted-by":"publisher","first-page":"380","DOI":"10.1080\/03637751.2021.1963516","article-title":"Different pathways to identify moral framing from media content: a response to Hopp and Weber","volume":"88","year":"2021","journal-title":"Communication Monographs"},{"issue":"3","key":"key2025052606250013500_ref047","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/03637751.2021.1918735","article-title":"Moral framing and information virality in social movements: a case study of #HongKongPoliceBrutality","volume":"88","year":"2021","journal-title":"Communication Monographs"},{"issue":"1","key":"key2025052606250013500_ref048","doi-asserted-by":"publisher","first-page":"42","DOI":"10.1080\/17544750.2023.2218646","article-title":"Moral framing and issue-based framing of #StopAsianHate campaigns on Twitter","volume":"17","year":"2024","journal-title":"Chinese Journal of Communication"},{"issue":"1","key":"key2025052606250013500_ref049","doi-asserted-by":"publisher","first-page":"28","DOI":"10.1177\/0899764018791267","article-title":"Does stakeholder engagement pay off on social media? A social capital perspective","volume":"48","year":"2019","journal-title":"Nonprofit and Voluntary Sector Quarterly"},{"issue":"4","key":"key2025052606250013500_ref050","doi-asserted-by":"publisher","first-page":"1514","DOI":"10.1016\/j.jspi.2008.08.018","article-title":"A score test for overdispersion in Poisson regression based on the generalized Poisson-2 model","volume":"139","year":"2009","journal-title":"Journal of Statistical Planning and Inference"},{"issue":"4","key":"key2025052606250013500_ref051","doi-asserted-by":"publisher","first-page":"182","DOI":"10.1093\/jcmc\/zmz009","article-title":"Whose lives matter? Mass shootings and social media discourses of sympathy and policy, 2012-2014","volume":"24","year":"2019","journal-title":"Journal of Computer-Mediated Communication"},{"issue":"2","key":"key2025052606250013500_ref052","doi-asserted-by":"publisher","first-page":"550","DOI":"10.1108\/INTR-05-2021-0290","article-title":"How do nonprofit organizations (NPOs) effectively engage with the public on social media? Examining the effects of interactivity and emotion on Twitter","volume":"33","year":"2022","journal-title":"Internet Research"},{"key":"key2025052606250013500_ref053","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2022.107479","article-title":"Moral expressions, sources, and frames: examining COVID-19 vaccination posts by Facebook public pages","volume":"138","year":"2023","journal-title":"Computers in Human Behavior"},{"key":"key2025052606250013500_ref054","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/15205436.2022.2151919","article-title":"Moral foundations, ideological divide, and public engagement with U.S. government agencies\u2019 COVID-19 vaccine communication on social media","year":"2022","journal-title":"Mass Communication and Society"},{"issue":"7","key":"key2025052606250013500_ref055","doi-asserted-by":"publisher","first-page":"813","DOI":"10.1080\/10410236.2020.1871167","article-title":"#March for our lives: health activism, diagnostic framing, gun control, and the gun industry","volume":"37","year":"2022","journal-title":"Health Communication"}],"container-title":["Internet Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/INTR-11-2022-0909\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/INTR-11-2022-0909\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T21:37:20Z","timestamp":1753393040000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/intr\/article\/35\/3\/981-1001\/1263792"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,5,14]]},"references-count":55,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2024,5,14]]},"published-print":{"date-parts":[[2025,5,27]]}},"alternative-id":["10.1108\/INTR-11-2022-0909"],"URL":"https:\/\/doi.org\/10.1108\/intr-11-2022-0909","relation":{},"ISSN":["1066-2243"],"issn-type":[{"value":"1066-2243","type":"print"}],"subject":[],"published":{"date-parts":[[2024,5,14]]}}}