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On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective

Author

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  • Ester Guijarro

    (Departamento de Organización de Empresas, Universitat Politècnica de València, 46022 Valencia, Spain)

  • Cristina Santadreu-Mascarell

    (Departamento de Organización de Empresas, Universitat Politècnica de València, 46022 Valencia, Spain)

  • Beatriz Blasco-Gallego

    (Departamento de Organización de Empresas, Universitat Politècnica de València, 46022 Valencia, Spain)

  • Lourdes Canós-Darós

    (Departamento de Organización de Empresas, Universitat Politècnica de València, 46022 Valencia, Spain)

  • Eugenia Babiloni

    (Departamento de Organización de Empresas, Universitat Politècnica de València, 46022 Valencia, Spain)

Abstract

Public administrations are organizations whose mission is to serve the interests of society by providing efficient and sustainable services. Much of the information received from public administrations uses social media due to their versatility and capacity to reach a large number of citizens. Among them, Twitter is the most widely used, especially to disseminate messages with a high social content. This type of messages falls within the discipline of social marketing. However, when public administrations use Twitter for social marketing communication, it is not known which factors are the most decisive to achieve the social objective for which they are issued. This article provides an answer to this question, using the Analytic Network Process Multicriteria method to determine which factors matter and how they are interrelated when issuing social marketing messages through Twitter. The result of this research reveals that from the 22 factors analyzed, the most influential from a social marketing point of view are the average age of population, the existence of a strategic communication plan, the number of tweets and the average number of tweets per day, the number of followers, retweets and mentions, as well as the efficiency of the account.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6696-:d:574108
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    References listed on IDEAS

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    1. Jeou-Shyan Horng & Chih-Hsing Liu & Sheng-Fang Chou & Tai-Yi Yu & Da-Chian Hu, 2022. "Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    2. María-Dolores García-Santiago, 2022. "Communicating the Resilience and Corporate Social Responsibility of SMEs during Lockdown in Spain: A Visual and Exploratory Study of Communication Mechanisms and Strategies," Sustainability, MDPI, vol. 14(13), pages 1-26, June.
    3. Araceli Galiano-Coronil & Marina Yong Alcedo-Velázquez & Sofía Blanco-Moreno & Luis Bayardo Tobar Pesántez, 2024. "Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.

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