Social media as a pathway to environmental conservation in protected areas: a case study on Lake Tana Biosphere Reserve

Purpose The purpose of this study was to uncover the impact of social media in supporting environmental conservation (EC) in protected areas. Design/methodology/approach The study has employed both quantitative and qualitative approaches of a cross-sectional type with simple random and purposive sampling were followed. Primary and secondary data sources were also entertained. A total of 146 observations were used in the analysis. A multiple linear regression analysis was used to measure the impact of social media. Findings The result revealed user-generated content and ease of language were significant in explaining EC. Environmental activism and social media usage shall be enhanced with environmental concerns (EnvCs) and objectives. Originality/value This is s an original research that tried to address the impact social media on EC and its dimensions in Lake Tana Biosphere Reserve. Unlike the research studies so far, this research attempted to uncover the impact of each social media element's impact on each EC dimensions. Besides, the impact of social media element is also assessed on EC as a construct in general. Thus, it will be helpful for policy makers, government and destination management organizations and other stakeholders to identify the areas which should be promoted and areas that need intervention.