Marketing social, indicadores de bienestar y ODS. Análisis de la cuenta oficial del gobierno de España @desdelamoncloa

Coronil, Araceli Galiano; Gil, Manuela Ortega

doi:10.17163/ret.n18.2019.03

Cited by 3 publications

(1 citation statement)

References 55 publications

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“…Therefore, it is argued that Facebook offers fertile ground for understanding political dynamics and suggests that this research offers starting points for pursuing a research agenda to help understand how users interact with political parties' messages on social issues (Galiano and Ortega, 2019).…”

Section: Discussionmentioning

confidence: 99%

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

et al. 2021

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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.

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Section: Discussionmentioning

confidence: 99%

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

et al. 2021

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From Sustainable Development Goals to sustainable industry, innovation and infrastructure: insights from the digital sphere

Zarrabeitia-Bilbao,

Jaca-Madariaga,

Rio-Belver

et al. 2023

Environ Dev Sustain

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The aim of this study is to analyze and understand the digital discussion on Twitter (from 2016 to 2022) of the SDGs in general and SDG 9 in particular, based on a comparative approach and with a methodology using Python libraries for advanced data analysis, social network analysis (SNA) methods and artificial neural networks (ANN) models. To this end, 6,323,139 tweets about SDGs in general and 2,892,922 about specific SDGs were retrieved for further analysis. The results obtained show that SDG 9 generated less interest and a lower presence of women in the social discussion than other SDGs over the seven years studied; furthermore, the number of tweets about SDG 9 has decreased. However, the digital conversation among different actors does develop in a cohesive manner, sharing leadership and space. This study shows that there are exceptional peaks in the digital activity and the SDG topic goes from “sidestream” to “mainstream” in terms of the digital public debate when certain celebrities (specifically, the Korean music group BTS) interact with the initiative. Finally, SDGs do not generate controversy and there is no substantial difference in the distribution of sentiment and emotions between different periods and different SDGs.

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An approach for analysing and segmenting messages about the SDGs on Twitter from the perspective of social marketing

Coronil

Ortega

et al. 2023

Int Rev Public Nonprofit Mark

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Marketing social, indicadores de bienestar y ODS. Análisis de la cuenta oficial del gobierno de España @desdelamoncloa

Cited by 3 publications

References 55 publications

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

From Sustainable Development Goals to sustainable industry, innovation and infrastructure: insights from the digital sphere

An approach for analysing and segmenting messages about the SDGs on Twitter from the perspective of social marketing

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