| 43621 |
Creator |
b040f63fe07909831fea669121318768 |
| 43621 |
Creator |
b8d521a6173aa941c32cd5686f640bfa |
| 43621 |
Creator |
dc80d1e34800b23947f6991e27b94c5b |
| 43621 |
Creator |
07f8ea022de90f9e1c77bcfd1bc74b06 |
| 43621 |
Creator |
ext-602aa7c28eb8b72cf86d34221de9963b |
| 43621 |
Creator |
ext-35b00de2583fca85ddd119975823ee81 |
| 43621 |
Date |
2015 |
| 43621 |
Is Part Of |
repository |
| 43621 |
abstract |
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. |
| 43621 |
authorList |
authors |
| 43621 |
presentedAt |
ext-20b79645c8ba7853a0954215be1b8431 |
| 43621 |
status |
peerReviewed |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325635 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325640 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325641 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325642 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325643 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/325644 |
| 43621 |
uri |
http://data.open.ac.uk/oro/document/326868 |
| 43621 |
type |
AcademicArticle |
| 43621 |
type |
Article |
| 43621 |
label |
Fernández, Miriam ; Burel, Gregoire ; Alani, Harith ; Piccolo, Lara Schibelsky
Godoy ; Meili, Christoph and Hess, Raphael (2015). Analysing engagement towards the
2014 Earth Hour Campaign in Twitter. In: EnviroInfo &ICT4S 2015: Building the Knowledge
Base for Environmental Action and Sustainability, 7-9 Sep 2015, Copenhagen, Denmark
(Forthcoming). |
| 43621 |
label |
Fernández, Miriam ; Burel, Gregoire ; Alani, Harith ; Piccolo, Lara Schibelsky Godoy
; Meili, Christoph and Hess, Raphael (2015). Analysing engagement towards the 2014
Earth Hour Campaign in Twitter. In: EnviroInfo &ICT4S 2015: Building the Knowledge
Base for Environmental Action and Sustainability, 7-9 Sep 2015, Copenhagen, Denmark
(Forthcoming). |
| 43621 |
Title |
Analysing engagement towards the 2014 Earth Hour Campaign in Twitter |
| 43621 |
in dataset |
oro |