INFOCOMMUNICATION ANALYSIS MODEL FOR EVALUATING ENVIRONMENTAL, SOCIAL, AND GOVERNANCE POSTS ON DIGITAL SOCIAL NETWORKS
Keywords:
ESG, Model of Infocommunication Analysis (MIA), Social MediaAbstract
Climate and social changes caused by human activity have triggered environmental disasters, population displacements, and food insecurity. Despite the efforts outlined by the Paris Agreement, rising global temperatures are an imminent reality, with potentially devastating consequences for biodiversity and food security. In parallel, the United Nations (UN) have promoted ESG (Environmental, Social, Governance) practices as business strategies, aiming to mitigate negative impacts and promote sustainability. In this context, the research highlights the importance of social media as a platform for disseminating ESG practices and building a responsible image for consumers through users’ positive reactions. However, identifying the type of content that generates the most positive engagement is still challenging. To address this gap, the research aims to develop and validate a Model of Infocommunication Analysis (MIA) to evaluate posts about ESG on social media and their engagement. The methodology adopted is bibliographic research, netnography, and the Delphi method for MIA elaboration and validation. The results of this research indicate experts’ positive evaluation of the MIA with more than 93% approval. It makes MIA an effective tool for analyzing ESG posts on social media.
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