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Twitter Analysis of Global Communication in the Field of Sustainability

Author

Listed:
  • Ladislav Pilař

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

  • Lucie Kvasničková Stanislavská

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

  • Jana Pitrová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

  • Igor Krejčí

    (Department of Systems Engineering, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

  • Ivana Tichá

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

  • Martina Chalupová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic)

Abstract

The increasing popularity of social media worldwide provides us with an opportunity to understand social, cultural, and environmental issues about people’s perception of sustainability. The article aims at identifying the main topics of communication related to hashtag # sustainability based on a communication analysis on the Twitter network. We investigated the perception of sustainability using data from 414,926 Twitter interactions by 223,476 users worldwide. The data were recorded between April 17, 2018 and July 12, 2019. We identified Innovation, Environment, Climate Change, Corporate Social Responsibility, Technology, and Energy as key hashtags in the field of sustainability. In conjunction with this, we identified the six following communities: (1) Environmental Sustainability, (2) Sustainability Awareness, (3) Renewable Energy and Climate Change, (4) Innovative Technology, (5) Green Architecture, and (6) Food Sustainability. The usage of these communities is applicable in marketing communication as well as in the Corporate Social Responsibility activities of the given companies. The results of the analysis give the organizations a possible direction for their sustainable business model improvement via the contribution of society´s voice.

Suggested Citation

  • Ladislav Pilař & Lucie Kvasničková Stanislavská & Jana Pitrová & Igor Krejčí & Ivana Tichá & Martina Chalupová, 2019. "Twitter Analysis of Global Communication in the Field of Sustainability," Sustainability, MDPI, vol. 11(24), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:24:p:6958-:d:294853
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    2. Andreea Hancu-Budui & Ana Zorio-Grima & Jose Blanco-Vega, 2020. "Audit Institutions in the European Union: Public Service Promotion, Environmental Engagement and COVID Crisis Communication through Social Media," Sustainability, MDPI, vol. 12(23), pages 1-32, November.
    3. Shreya Dubey & Marijn H. C. Meijers & Eline S. Smit & Edith G. Smit, 2024. "Beyond climate change? Environmental discourse on the planetary boundaries in Twitter networks," Climatic Change, Springer, vol. 177(5), pages 1-23, May.
    4. Lucie Kvasničková Stanislavská & Ladislav Pilař & Klára Margarisová & Roman Kvasnička, 2020. "Corporate Social Responsibility and Social Media: Comparison between Developing and Developed Countries," Sustainability, MDPI, vol. 12(13), pages 1-19, June.
    5. Manveer Mann & Sang-Eun Byun & Whitney Ginder, 2021. "B Corps’ Social Media Communications during the COVID-19 Pandemic: Through the Lens of the Triple Bottom Line," Sustainability, MDPI, vol. 13(17), pages 1-21, August.
    6. Yasemin Lheureux, 2024. "Predictive insights: leveraging Twitter sentiments and machine learning for environmental, social and governance controversy prediction," Journal of Computational Social Science, Springer, vol. 7(1), pages 23-44, April.
    7. Ladislav Pilař & Lucie Kvasničková Stanislavská & Roman Kvasnička, 2021. "Healthy Food on the Twitter Social Network: Vegan, Homemade, and Organic Food," IJERPH, MDPI, vol. 18(7), pages 1-15, April.
    8. Amal Marzouki & Arbi Chouikh & Sehl Mellouli & Rim Haddad, 2021. "From Sustainable Development Goals to Sustainable Cities: A Social Media Analysis for Policy-Making Decision," Sustainability, MDPI, vol. 13(15), pages 1-21, July.
    9. Elena Gori & Alberto Romolini & Silvia Fissi & Marco Contri, 2020. "Toward the Dissemination of Sustainability Issues through Social Media in the Higher Education Sector: Evidence from an Italian Case," Sustainability, MDPI, vol. 12(11), pages 1-14, June.
    10. Francesca Loia & Paola Adinolfi, 2021. "Teleworking as an Eco-Innovation for Sustainable Development: Assessing Collective Perceptions during COVID-19," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
    11. Schallehn, Frauke & Valogianni, Konstantina, 2022. "Sustainability awareness and smart meter privacy concerns: The cases of US and Germany," Energy Policy, Elsevier, vol. 161(C).
    12. Ester Guijarro & Cristina Santadreu-Mascarell & Beatriz Blasco-Gallego & Lourdes Canós-Darós & Eugenia Babiloni, 2021. "On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective," Sustainability, MDPI, vol. 13(12), pages 1-15, June.

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