Social Marketing, welfare indicators and SDG. Analysis of the official account of the Spanish Government @desdelamoncloa
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Published:
2019-09-24
Keywords:
Marketing, Social, indicators, wellbeing, development, sustainable, Twitter, government
Main Article Content
Abstract
Social platforms are new instruments for gathering information and raising awareness, an opportunity for social marketing to use these resources in decision making of governance. Through these platforms, such as Twitter, governments can obtain useful information from other users in making decisions to improve the welfare of society and to promote sustainable development. It can also raise awareness among citizens about those policies that are necessary for welfare and sustainable development. Therefore, in this work it is made a descriptive study of the content of the messages published by @desdelamoncloa, the official account of the Spanish government, and its relation with the sustainable development objectives (SDG) and the Sustainable Welfare Indicator. Using the methodology of content analysis, from the qualitative and quantitative perspectives, the results show that the most published SDGs are not the most popular ones. Likewise, the conversational messages, in which well-being is related to gender equality and inequalities, stand out. In addition, it has been found that the impact has been greater in the SDGs included in the Welfare element.
Article Details
Section
Monographic section
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References
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Andreasen, A. (1994). Social Marketing: Its Definition and Domain. Journal of Public Policy & Marketing, 13(1), 108-114. https://doi.org/10.1177%2F074391569401300109
Angulo, N. (2010). Pobreza, medio ambiente y desarrollo sostenible. Nómadas,Revista Crítica de Ciencias Sociales y Jurídicas, 26(2), 1-11.
Asheim, G. (2010). The relationship between welfare measures and indicators of sustainable development. En T. Aronsson & K.-G. Löfgren (Eds.), Handbook of Environmental Accounting (pp. 237-256). England: Edward Elgar Publishing LTD. https://doi.org/10.4337/9781849805704
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Bain, J., & Chaban, N. (2017). An emerging EU strategic narrative? Twitter communication during the EU's sustainable energy week. Comparative European Politics, 15(1), 135-155. https://doi.org/10.1057/cep.2016.17
Bernhardt, J., Mays, D., & Hall, A. (2012). Social marketing at the right place and right time with new media. Journal of Social Marketing, 2(2), 130-137. https://doi.org/10.1108/20426761211243964
Chisholm, E., & O’Sullivan, K. (2017). Using Twitter to Explore (un)Healthy Housing: Learning from the #Characterbuildings Campaign in New Zealand. Int. J. Environ. Res. Public Health, 14(11), 1424. https://dx.doi.org/10.3390%2Fijerph14111424
Blanchflower, D. G., & Oswald, A. J. (2011). International happiness: A new view on the measure of performance. Academy of Management Perspectives, 25(1), 6-22. https://doi.org/10.5465/amp.25.1.6
Chen, J., Goldstein, M., Asch, S., Mackey, L., & Altman, R. (2017). Using social media to monitor mental health discussions-evidence from Twitter. Journal of the American Medical Informatics Association, 24(3), 496-502. https://doi.org/10.1093/jamia/ocw133
Chua, H., Allem, P., Unger, J., Cruz, T., Akbarpour, M., & Kirkpatrick, M. (2019). Strategies to find audience segments on Twitter for e-cigarette education campaigns. Addictive Behaviors, 91, 222-226. https://doi.org/10.1016/j.addbeh.2018.11.015
Colditz, J., Welling, J., Smith, N., James, A., & Primack, B. (2019). World Vaping Day: Contextualizing vaping culture in online social media. Journal of Mixed Methods Research, 13(2), 1-20. https://doi.org/10.1177/1558689817702753
Costanza, R., Daly, L., Fioramonti, L., Giovannini, E., Kubiszewski, I., Mortensen, L. F., & Wilkinson, R. (2016). Modelling and measuring sustainable wellbeing in connection with the UN Sustainable Development Goals. Ecological Economics, 130, 350-355. http://dx.doi.org/10.1016/j.ecolecon.2016.07.009
Costanza, R., McGlade, J., Lovins, H., & Kubiszewski, I. (2014). An overarching goal for the UN sustainable development goals. Solutions, 5(4), 13-16.
Coulthard, S., Johnson, D., & McGregor, J. A. (2011). Poverty, sustainability and human wellbeing: a social wellbeing approach to the global fisheries crisis. Global Environmental Change, 21(2),. 453-463. https://doi.org/10.1016/j.gloenvcha.2011.01.003
Di Tella, R. D., MacCulloch, R. J., & Oswald, A. J. (2003). The macroeconomics of happiness. Review of Economics and Statistics, 85(4), 809-827. https://doi.org/10.1162/003465303772815745
Di Tella, R., Haisken-De New, J., & MacCulloch, R. (2010). Happiness adaptation to income and to status in an individual panel. Journal of Economic Behavior & Organization, 76(3), 834-852. https://dx.doi.org/10.1016/j.jebo.2010.09.016
Di Tella, R., MacCulloch, R. J., & Oswald, A. J. (2001). Preferences over inflation and unemployment: Evidence from surveys of happiness. American economic review, 91(1), 335-341. https://dx.doi.org/10.1257/aer.91.1.335
Diener, E., Lucas, R. E., & Scollon, C. N. (2009). Beyond the hedonic treadmill: Revising the adaptation theory of well-being. American Psychologist, 61(4), 305-314. https://doi.org/10.1037/0003-066X.61.4.305
DiMaria, C. (2019). Sustainability, welfare and efficiency of nations. Quality & Quantity, 53(3), 1141-1163. https://doi.org/10.1007/s11135-018-0809-3
Domegan, C., Kollins, K., Stead, M., McHugh, P., & Hughes, M. (2013). Value co-creation in social marketing: functional or fanciful. Journal of Social Marketing, 3(3), 239-256. https://doi.org/10.1108/JSOCM-03-2013-0020
Dooley, J., Jones, S., & Iverson, D. (2012). Web 2.0: an assessment of social marketing principles. Journal of Social Marketing, 2(3), 207-221. https://doi.org/10.1108/20426761211265195
Duarte, T., & Jiménez, R. E. (2007). Aproximación a la teoría del bienestar. Scientia et Technica, 13(37), 305-310. http://dx.doi.org/10.22517/23447214.4107
Durana, D., Artenea, A., Gogana, L., & Durana, V. (2015). The Objectives of Sustainable Development - Ways to Achieve Welfare. Procedia Economics and Finance, 26, 812-817. https://doi.org/10.1016/S2212-5671(15)00852-7
Easterlin, R. A., McVey, L. A., Switek, M., Sawangfa, O., & Zweig, J. S. (2010). The happiness-income paradox revisited. Proceedings of the National Academy of Sciences, 107(52), 22463-22468. https://doi.org/10.1073/pnas.1015962107
Fisher, C. (2010). Happiness at work. International journal of management reviews, 12(4), 384-412. https://doi.org/10.1111/j.1468-2370.2009.00270.x
Fownes, J., Yu, C., & Margolin, D. (2018). Twitter and climate change. Sociology Compass, 12(6), 1-12. https://doi.org/10.1111/soc4.12587
Frey, B. S., & Stutzer, A. (2018). Economics of happiness. Switzerland: Springer International Publishing. https://doi.org/10.1007/978-3-319-75807-7
Froding, K., Eriksson, C., Elander, I., & Geidne, J. (2007). Partnership for healthy neighbourhoods: City Networking in Multilevel Context. European Journal of Public Health 15(4), 317-331. https://doi.org/10.1177%2F0969776408095108
Gallopín, G. (2003). Sostenibilidad y desarrollo sostenible: un enfoque sistémico. Santiago de Chile: CEPAL.
Gerdtham, U. G., & Johannesson, M. (2001). The relationship between happiness, health, and socio-economic factors: results based on Swedish microdata. The Journal of Socio-Economics, 30(6), 553-557. https://doi.org/10.1016/S1053-5357(01)00118-4
Golbeck, J., & Hansen, D. (2014). A method for computing political preference among Twitter followers. Social Networks, 36, 177-184. https://doi.org/10.1016/j.socnet.2013.07.004
Griggs, D., Stafford-Smith, M., Gaffney, O., Rockström, J., Öhman, M. C., Shyamsundar, P., ... & Noble, I. (2013). Policy: Sustainable development goals for people and planet. Nature, 495(7441), 305-307. https://doi.org/10.1038/495305a
Hestres, L. (2014). Preaching to the choir: internet-mediated advocacy, issue public mobilization, and climate change. New Media & Society, 16(2), 323-339. https://doi.org/10.1177/1461444813480361
IAB Spain & Elogia (2018). VIII Estudio anual de redes sociales 2018. Recuperado de https://bit.ly/2J95UhE
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135. https://doi.org/10.1509/jmkg.75.4.132
Kotler, P., & Levy, S. (1969a). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15. https://doi.org/10.1177%2F002224296903300103
Kotler, P., & Levy, S. (1969b). A New Form of Marketing Myopia: Rejoinder to Professor Luck. Journal of Marketing, 33(3), 55-57. https://doi.org/10.2307/1248483
Krippendorff, K. (1990). Metodología de análisis de contenido. Teoría y práctica. Barcelona, España: Paidós Comunicación.
Liu, H. Y., Kobernus, M., Broday, D., & Bartonova, A. (2014). A conceptual approach to a citizens’ observatory–supporting community-based environmental governance. Environmental Health, 13(1), 107. https://doi.org/10.1186/1476-069X-13-107
Luttmer, E. F. (2005). Neighbors as negatives: Relative earnings and well-being. The Quarterly journal of economics, 120(3), 963-1002. https://doi.org/10.1093/qje/120.3.963
McGregor, S., & Mourao, R. (2016). Talking Politics on Twitter: Gender, Elections, and Social Networks. Social Media + Society, 2(3), 1-14. https://doi.org/10.1177%2F2056305116664218
Menéndez, A.; Saura, J., & Álvarez, C. (2018). Understanding #WorldEnvironmentDay User Opinions in Twitter: A Topic-Based Sentiment Analysis Approach. International Journal of Environmental Research and Public Health, 15(11), 2537. https://doi.org/10.3390/ijerph15112537
Mikulcic, H., Klemes, J., & Duic, N. (2016). Shaping sustainable development to support human welfare. Clean Technologies and Enviromental Policy, 18(6), 1633-1639. https://doi.org/10.1007/s10098-016-1269-x
Moll de Alba, E. (2015). Análisis comparativo de la utilización de Twitter como canal de comunicación para las principales editoriales estadounidenses y españolas (tesis doctoral). Universidad Autónoma de Barcelona, España.
Momete, D. (2017). Rational Development as a Sustainable Progress Welfare Vector: A Cross-Country Analysis. Sustainable Development, 25(3), 189-199. https://doi.org/10.1002/sd.1645
Neuendorf, K. (2002). The content analysis guidebook. Estados Unidos: Sage.
Pearce, W.; Holmberg, K.; Hellsten, I. y Nerlich, B. (2014). Climate change on Twitter: topics, communities and conversations about the 2013 IPCC Working Group 1 report. PLoS One, 9(4), 1-12. https://doi.org/10.1371/journal.pone.0094785
Pershad, Y., Hangge, P., Albadawi, H., & Oklu, R. (2018). Social Medicine: Twitter in Healthcare. Journal of Clinical Medicine, 7(6), 1-9. https://doi.org/10.3390/jcm7060121
Ravina Ripoll, R., Villena Manzanares, F., & Gutiérrez Montoya, G. A. (2017). Una aproximación teórica para mejorar los resultados de innovación en las empresas desde la perspectiva del “Happiness Management”. Retos. Revista de Ciencias de la Administración y Economía, 7(14), 113-129. https://doi.org/10.17163/ret.n14.2017.06
Rodrigo-Cano, D., Picó, M.J., & Dimuro, G. (2019). Los Objetivos de Desarrollo Sostenible como marco para la acción y la intervención social y ambiental. Retos. Revista de Ciencias de la Administración y Economía, 9(17), 25-36. https://doi.org/10.17163/ret.n17.2019.02
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