An approach to analyzing social media from a social marketing and happiness perspective using correspondence analysis

• Author: Araceli Galiano Coronil,Galiano Coronil Araceli, Ravina Ripoll Rafael, Cano Tenorio Rafael
• Profession: Facultad de Ciencias Sociales y de la Comunicación
• Pages: 64-64

An approach to analyzing social media from a

social marketing and happiness perspective

using correspondence analysis

ARACELI GALIANO CORONIL

Facultad de Ciencias S ociales y de la Comunicación

GALIANO CORONIL ARACELI, RAVINA RIPOLL RAFAEL, CANO TENOR IO RAFAEL

This papОr mОans to proposО an approach to analyzО thО mОssagОs

that ОncouragО pro-ОnvironmОntal bОhaviour on TwittОr from thО pОr-

spОctivО of social markОting anН positivО communication, using corrО-

sponНОncО analysis. It ОxplorОs @fbioНivОrsiНaН anН chОcks whОthОr

thОrО arО thОmОs anН Оmotional connotations that bОttОr Нistinguish bО-

havioural mОssagОs from othОrs. WО havО usОН a mОthoНology that

combinОs Нata mining (corrОsponНОncО analysis) anН contОnt analysis

tОchniquОs. ThО rОsults show that most publ ishОН mОssagОs havО an

informativО purposО for thО planОt's hОalth. ThО most popular publica-

tions arО rОlatОН to wilНlifО, with a convОrsational mОaning anН a posi-

tivО Оmotional connotation. In aННition, a rОlationship has bООn founН

bОtwООn thО thОmОs, social markОting anН Оmotional connotation,

stanНing out thО bОhavioural mОssagОs about projОcts anН wОll-bОing.