Date of Publication
4-11-2025
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Organizational Communication
Subject Categories
Organizational Communication
College
College of Liberal Arts
Department/Unit
Communication
Thesis Advisor
Ruepert Jiel D. Cao
Abstract (English)
The purpose of this study was to analyze MapaKalamidad.ph's relationship with its users and gain a better understanding on why relationship-building is vital to the success of the platform’s performance. Guided by Roger’s Diffusion of Innovation (DOI) theory, MapaKalamidad.ph's official platform and social media channels were studied to evaluate user perceptions of the platform’s usefulness and engagement efficacy. For data collection, a series of interviews and focus group discussions were conducted with the members of MapaKalamidad.ph and their Youth Ambassadors. Based on the findings, the researchers identified why users found it challenging to interact with the organization and use its official platform. The recommendations consisted of two production materials: A Communication Manual and Social Media Toolkit. These productions incorporated the innovation-decision process aspect of Roger’s Diffusion of Innovation (DOI) theory to aid the organization’s members in honing their identity as a whole (written and visual). MapaKalamidad.ph’s consideration of these outputs resulted in a positive impact within the organization as it made them realize the importance of one's identity is essential to building deeper relationships with their users. For future research related to this study, researchers should consider incorporating feedback from outsiders and other graphic design platforms for a more well-rounded approach. Additionally, researchers should consider updating recent terminologies related to disaster risk preparedness, management, and response, to avoid confusion to readers.
Abstract Format
html
Abstract (Filipino)
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Abstract Format
html
Language
English
Format
Electronic
Keywords
Diffusion of innovations; Communication in management; Risk communication; Social media--Philippines
Recommended Citation
Del Rosario, D. L., Acosta, A. P., & Sarabia, M. D. (2025). Accelerating adoption: A diffusion of innovation approach to creating a communication manual and social media toolkit for MapaKalamidad.ph. Retrieved from https://animorepository.dlsu.edu.ph/etdb_comm/238
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Embargo Period
4-13-2027
