Beschreibung:
Environmental non-governmental organizations (ENGOs) play a significant role in contemporary governance. They act as bottom-up advocates while discussing sustainability and environmental issues. They try to engage different stakeholders and society members for common actions. Communication is cited as a very appropriate process for the cooperation and coordination of joint actions. Digital technologies provide new communication possibilities as an e-communication mode that covers various networks. E-communication is very complex and requires strict management that is usually unaware of for small ENGOs. This study aims to propose a theoretical model of e-communication for enhancing ENGOs communication effectiveness on sustainability issues. A literature analysis was used with a content approach helping to collect components and criteria for the framework. The approach of logical classification and distribution was applied to construct the framework. The framework appeals to the idea of diversification of communication for different audiences and is based on the e-communication objectives and measurement of messages as the results. The framework can be adapted to the particular sustainability problem such as air pollution, protection of trees, etc.