文章基本信息

标题：On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective
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作者：Ester Guijarro ; Cristina Santadreu-Mascarell ; Beatriz Blasco-Gallego 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：12
页码：6696
DOI：10.3390/su13126696
语种：English
出版社：MDPI, Open Access Journal
摘要：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.