Emociones positivas y marketing social en el Facebook de las ONGDs

  1. Araceli Galiano Coronil
  2. Rafael Ravina Ripoll
Aldizkaria:
Ambitos: Revista internacional de comunicación

ISSN: 1988-5733,  1139-1979

Argitalpen urtea: 2021

Zenbakia: 53

Orrialdeak: 185-200

Mota: Artikulua

DOI: 10.12795/AMBITOS.2021.I53.10 DIALNET GOOGLE SCHOLAR lock_openIdus editor

Beste argitalpen batzuk: Ambitos: Revista internacional de comunicación

Laburpena

There is great interest in the academic community in measuring positive emotions. In this sense, important literature emerges that explores these emotions in the volunteer environment of NGDOs. These entities use social networks to communicate with citizens, Facebook being one of the most used since it allows establishing bidirectional communication with users. From this perspective, this article wants to examine the influence of positive emotions and social marketing in messages that talk about volunteering, from the information provided by the messages published in the ten most popular NGDOs on Facebook during the year 2019.For this purpose, a methodology based on text mining and content analysis from a quantitative and qualitative approach was used. For this purpose, SPSS V.27 and Nvivo 12 plus software were used. The results show that the number of likes is associated with the appearance of terms synonymous with happinessin the messages that talk about volunteering. There are also certain words with positive connotations that are the most published by organizations under study. From the point of view of social marketing, informative messages have achieved more impact than behavioral ones

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