Social Marketing, Quality of Life, Well-Being, and Violence Against Women: Analysis of the Hashtag #MeToo

  1. Galiano-Coronil, Araceli 1
  2. Ortega-Gil, Manuela 1
  1. 1 University of Cadiz, Cádiz, Spain
Libro:
Applying Quality of Life Research

Editorial: Springer

ISSN: 2213-994X,  2213-9958

ISBN: 9783030832858,  9783030832865

Año de publicación: 2021

Páginas: 155-171

Tipo: Capítulo de Libro

DOI: 10.1007/978-3-030-83286-5_9 GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

This case shows how social networks and, specifically, Twitter can be used as social marketing tools to improve women’s quality of life and well-being. It has focused on gender violence and sexual abuse, one of the factors that measure Women, Peace, and Security Index (WPS). Violence against women and sexual abuse are discussed in this case through the hashtag #MeToo. This hashtag represents the MeToo movement, a social movement that played a crucial role in the online mobilization by utilizing messages and appealing hashtags during the social movement. The methodology is based on data mining techniques and, the virality (number of tweets shared and published) of the messages with the mentioned hashtag is analyzed. The results show that countries with higher values in the WPS index are not those where the messages have been most shared. Also, there are differences between countries according to message content, posts shared, and emotional tone.In conclusion, it has been shown that Twitter is useful as a social marketing tool to combat gender violence and increase the women’s quality of life, because of the high impact that these issues have achieved on social networks. It has led to more awareness in society to this social problem. Also, it favors the deployment of public powers to tackle it.

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