RT journal article
T1 Exploring X as a social marketing and happiness management instrument for biodiversity
A1 Galiano Coronil, Araceli
A1 Ravina Ripoll, Rafael
A1 Cano Tenorio, Rafael
A1 Tobar-Pesantez, Luis-Bayardo
A2 Organización de Empresas
K1 biodiversity
K1 social marketing
K1 X
K1 communication
K1 happiness management
AB 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.
PB Indersciences publishers
SN 1741-5187
YR 2024
FD 2024-07-02
LK http://hdl.handle.net/10498/32999
UL http://hdl.handle.net/10498/32999
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026