Samson Mekonnen (PhD)Beza Teklu2025-07-292025-07-292023-10-01https://etd.aau.edu.et/handle/123456789/5706The thesis investigated the dynamics of dialogic communication on Facebook in the context of SOS Children's Villages in Ethiopia. This thesis employed qualitative and quantitative methods to investigate the dynamics of dialogic communication. A quantitative content analysis of Facebook posts was conducted using social media analytics tools to examine post frequency, engagement metrics, and response times. Qualitative content analysis and thematic analysis were also applied to categorise and interpret the content types found in the Facebook posts. Additionally, in-depth semi-structured interviews with key stakeholders and content analysis of comments on selected Facebook posts provided further insights into the organisation's dialogic communication. This study examined the dialogic communication strategies of SOS Children's Villages in Ethiopia on Facebook, revealing a range of effective strategies that fostered community engagement and a sense of community among online stakeholders. Key findings include a significant increase in engagement metrics, alignment with the organisation's objectives and target audience, and a perceived positive impact on the organisation's reputation and ability to fulfil its mission. However, challenges such as managing comments, addressing linguistic and cultural diversity, and ensuring timely responses were also identified, providing opportunities for improvement. The study offers insights and recommendations for SOS Children's Villages and other nonprofit organisations operating in similar environments.enThesis