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Twitter Analysis Of Global Communication In The Field Of Sustainability

Ladislav Pilař, Lucie Kvasničková Stanislavská, Jana Pitrová, Igor Krejčí, Ivana Tichá, Martina Chalupová

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The increasing popularity of social media worldwide provides us with an opportunity to understand social, cultural, and environmental issues about people’s perception of sustainability. The article aims at identifying the main topics of communication related to hashtag # sustainability based on a communication analysis on the Twitter network. We investigated the perception of sustainability using data from 414,926 Twitter interactions by 223,476 users worldwide. The data were recorded between April 17, 2018 and July 12, 2019. We identified Innovation, Environment, Climate Change, Corporate Social Responsibility, Technology, and Energy as key hashtags in the field of sustainability. In conjunction with this, we identified the six following communities: (1) Environmental Sustainability, (2) Sustainability Awareness, (3) Renewable Energy and Climate Change, (4) Innovative Technology, (5) Green Architecture, and (6) Food Sustainability. The usage of these communities is applicable in marketing communication as well as in the Corporate Social Responsibility activities of the given companies. The results of the analysis give the organizations a possible direction for their sustainable business model improvement via the contribution of society´s voice.