RT journal article
T1 Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain
A1 Galiano Coronil, Araceli
A1 Jiménez-Marín, Gloria
A1 Elías Zambrano, Rodrigo
A1 Tobar-Pesantez, Luis-Bayardo
A2 Marketing y Comunicación
K1 communication
K1 social marketing
K1 sustainable development goals
K1 policy
K1 social media
K1 happiness
AB The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations' publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook.
PB FRONTIERS MEDIA SA
YR 2021
FD 2021-09
LK http://hdl.handle.net/10498/25818
UL http://hdl.handle.net/10498/25818
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 20-may-2026