@misc{10498/32999,
year = {2024},
month = {7},
url = {http://hdl.handle.net/10498/32999},
abstract = {This paper means to explore the X profile @fbiodiversidad to 
compare the number of messages published by this user with the public 
reaction according to the themes, social marketing and emotional connotation 
and to check whether there are themes that better distinguish behavioural 
messages from others. We have used a methodology that combines data mining 
and content analysis techniques. We have recovered 3,158 tweets before and 
after the entry into force of Law 7/2021, of May 20, on climate change and 
energy transition. The results show that most published messages have an 
informative purpose and refer to projects. However, the most popular publications are related to wildlife, with a conversational meaning and a 
positive emotional connotation. In addition, a relationship has been found 
between the themes and social marketing in the messages, standing out the 
behavioural messages about projects and well-being.},
publisher = {Indersciences publishers},
keywords = {biodiversity},
keywords = {social marketing},
keywords = {X},
keywords = {communication},
keywords = {happiness management},
title = {Exploring X as a social marketing and happiness management instrument for biodiversity},
doi = {10.1504/IJMDM.2024.10056818},
author = {Galiano Coronil, Araceli and Ravina Ripoll, Rafael and Cano Tenorio, Rafael and Tobar-Pesantez, Luis-Bayardo},
}