| Summary: | Does the adoption of digital media platforms affect the success of environmental movements? We address this question by using a representative sample of environmental non-governmental organizations (ENGOs) from Hong Kong and examining the linkages between their digital media adoption and reach and their level of success. Guided by the agenda setting theory, we test whether the digital strategies are related to the shifts in the media and government agenda from 2007–2018. Our findings show that the adoption of digital media contributes to ENGOs’ own media visibility and specific issue salience in the news media agenda, and that the extent of digital reach of ENGOs is also associated with ENGOs’ visibility in the news media. Furthermore, although we find no direct relationships between the digital adoption and the government agenda, we argue that the legislative processes on biodiversity and green energy issues in Hong Kong suggest a pattern of mutually reinforcing interactions between the media agenda and the policy agenda. It is therefore likely that digital strategies contribute to policy changes indirectly, that is, by increasing issue salience in the local news media.
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