Title: Exploring X as a social marketing and happiness management instrument for biodiversity

Authors: Araceli Galiano-Coronil; Rafael Ravina-Ripoll; Rafael Cano-Tenorio; Luis Bayardo Tobar-Pesantez

Addresses: Marketing and Communication Department, University Institute of Research for Sustainable Social Development (INDESS), University of Cadiz, Av. De la Universidad s/n. 11406 Jerez de la Frontera, Spain ' Business Management Department, University Institute of Research for Sustainable Social Development (INDESS), University of Cadiz, Av. De la Universidad s/n. 11406 Jerez de la Frontera, Spain ' Marketing and Communication Department, University Institute of Research for Sustainable Social Development (INDESS), University of Cadiz, Av. De la Universidad s/n. 11406 Jerez de la Frontera, Spain ' Economy Department, Salesian Polytechnic University of Ecuador, C/ Vieja 12-30 y Elia Liut, 010101, Cuenca, Ecuador

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.

Keywords: biodiversity; social marketing; X; communication; happiness management.

DOI: 10.1504/IJMDM.2024.139417

International Journal of Management and Decision Making, 2024 Vol.23 No.4, pp.505 - 528

Received: 02 Nov 2022
Accepted: 11 Dec 2022
Published online: 02 Jul 2024 *

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