## 1 Introduction  
NSOs, as organizations situated in the so-called third sector, i.e., organizations not belonging to either the public or private sectors, are entities whose comprehensive definition is complex due to the variety in their objectives, formats, structures, and roles they play [1]. To clarify the term, the United Nations [2] defines an NGO as follows: any non-profit, voluntary citizens' group which is organized on a local, national, or international level. Task-oriented and driven by people with a common interest, [...] perform a variety of services and humanitarian functions, bring citizens' concerns to Governments, monitor policies, and encourage political participation at the community level. Provide analysis and expertise, serve as early warning mechanisms, and help monitor and implement international agreements, including Agenda 2030 and the Sustainable Development Goals. Typically, they are organized around specific issues, such as the UN pillars of peace and security, human rights, and development. Considering various guidelines and definitions gathered in the literature, [PERSON] [3] (p. 28) summarizes the following characteristics that NGOs must fulfill to be considered as such: NGOs must be voluntary formal organizations; have institutional, political, and financial independence from public or private powers; engage in activity focused on social, political, economic, or development welfare; be non-profit, not seeking personal benefit; and carry out operations at the local, national, or international level. For decades, NGOs have been the primary means of realizing humanitarian projects for the aid and protection of the most disadvantaged groups [4]. However, it was not until the 1970s, partly due to the circumstances generated by the welfare state crisis, that a true increase in these organizations' numbers at the global level began to be noticed [5]. However, it was in 1982 that they gained an influential role internationally thanks to the World Bank integrating them into its working structures as tools for aid to alleviate the social crisis caused by economic regulations [6]. Initially, NGOs' raison d'etre lay in taking on a greater number of functions, neglected by the state, to try to alleviate social problems. Additionally, on the international stage, they assumed mediation functions in conflicts [7]. As suggested by [PERSON] et al. [8], they began their journey in social environments wherein public authorities did not engage optimally for various reasons related to the deficient management of social situations. Currently, one of the existing and most exhaustive official records on NGOs worldwide is offered by the UN [9]. According to the data presented, as of May 2023, they have identified 14,955 civil society organizations, with the majority constituting NGOs (12,516), and nearly half of them operating in Africa (48.51%). Among these organizations, those dedicated to economic and social activities, sustainable and social development, and gender-related issues stand out. These social organizations need effective communication strategies to achieve their main objectives: highlighting social injustices, raising awareness about unmet humanitarian needs, mobilizing citizens for engagement, and building strong connections with their social projects, as well as conveying the benefits of their activities [4]. NGOs, usually due to their needs, are already influential strategic communicators using international public relations strategies and tactics [10; 11; 12]. However, it is also crucial for them to have a solid image that fosters trust in society so that support for their activities is desired [13]. In this sense, the digital landscape has significantly contributed to shaping the image of NGOs, allowing this communicative space to enrich connections with diverse audiences and keep them properly informed, increase acts of citizen mobilization, and facilitate fundraising [14]. In relation to this last aspect, authors like [PERSON] et al.