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

Ester Guijarro, Cristina Santadreu-Mascarell, Beatriz Blasco-Gallego, Lourdes Canós-Darós and Eugenia Babiloni
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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

Sustainability, 2021, vol. 13, issue 12, 1-15

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.

Keywords: analytical network process; communication strategies; interaction; interrelations; multicriteria decision-making method; public administrations; social marketing; social welfare and sustainability; Twitter (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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