Konferenzbeitrag
Analysing engagement towards the 2014 Earth Hour Campaign in Twitter
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Datum
2015
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University of Copenhagen
Zusammenfassung
Earth Hour (EH) is a large-scale campaign launched
by the World Wide Fund For Nature (WWF) every year to raise
awareness about environmental issues. Although the EH campaign is
active on social media, there is currently no systematic way of
assessing its impact on public engagement and the topics they post
about. In this paper we study engagement towards the 2014 EH
campaign on Twitter. By analysing more than 35K tweets around the
campaign we observed that longer posts, easier to read and with
positive sentiment generated higher attention levels. Conversations
were driven by the main themes of the campaign (super hero, the
panda, etc.), but engagement towards these themes did not always
translate in engagement towards environmental issues. Users
decreased their engagement towards the topics of the campaign after
it finished, but these topics still remained in their conversations one
month later.