Analysing Sustainability and Green Energy with Artificial Intelligence: A Turkish English Social Media Perspective

Fahrettin Kayan, Yasemin Bilişli (), Mehmet Kayakuş (), Fatma Yiğit Açıkgöz, Agah Başdeğirmen and Meltem Güler
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Fahrettin Kayan: Department of Marketing and Advertising, Social Sciences Vocational School, Akdeniz University, Antalya 07058, Türkiye
Yasemin Bilişli: Department of Office Services and Secretariat, Social Sciences Vocational School, Akdeniz University, Antalya 07058, Türkiye
Mehmet Kayakuş: Department of Management Information Systems, Faculty of Social and Human Sciences, Akdeniz University, Antalya 07800, Türkiye
Fatma Yiğit Açıkgöz: Department of Marketing and Advertising, Social Sciences Vocational School, Akdeniz University, Antalya 07058, Türkiye
Agah Başdeğirmen: Department of Management and Organisation, Isparta Vocational School, Isparta University of Applied Sciences, Isparta 32200, Türkiye
Meltem Güler: Department of Communication (External), Akdeniz University, Antalya 07070, Türkiye

Sustainability, 2025, vol. 17, issue 5, 1-23

Abstract: This study explores how linguistic and cultural differences shape social media discourses on green energy and sustainability by analysing English and Turkish tweets. Leveraging artificial intelligence-based text mining methods, the research examines users’ perceptions, emotions, and concerns about green energy on social media platforms. The findings reveal that in both languages, negative sentiments outweigh positive ones, with users frequently expressing their criticisms and apprehensions. However, significant thematic differences emerge based on language and culture. English tweets generally adopt a global and industrial perspective, while Turkish tweets are more focused on local, technical, and operational issues. By integrating sustainability into the analysis, this study highlights the interconnectedness of green energy discussions with broader environmental and societal goals. Social media platforms are shown to play a critical role in raising environmental awareness and influencing consumer perceptions. The results underline the importance of developing sustainability policies that consider regional dynamics, cultural contexts, and user expectations. Additionally, this study provides valuable insights for advancing climate research, media strategies, and digital marketing efforts. Ultimately, it emphasises the need for inclusive, informed, and innovative approaches to foster greener and more sustainable futures globally.

Keywords: green energy; sustainability; climate; digital marketing; marketing communication; machine learning; social media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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