'Adopt don't shop' : how to increase animal adoption through social media in Malta

Abstract

This study aimed to analyse any correlation between social media use and the increase in animal adoption through animal sanctuaries. Netnography was used to analyse online community behaviour across five Maltese Animal Sanctuaries' Facebook Pages in a time frame of 6 weeks. Key persons active in the five Animal Sanctuaries were also interviewed to understand what goes on within the sanctuary, their priorities and objectives, and how these map to their use of social media. The five animal sanctuaries are Association for Abandoned Animals, MSPCA, The Island Sanctuary, Animal Guardians and Claws. Through the netnography and semistructured interviews, a synergistic approach was applied through the method of thematic analysis. The results suggest an indirect relationship between using social media, such as a Facebook Page and animal adoption. Furthermore, other topics, such as implying human emotions and increasing overall awareness, help the sanctuary build a stronger online community and encourage their followers to donate, volunteer, and adopt.