Abstract
Objective: To investigate the dynamics of the social network formed around the hashtag #ESG on X (formerly Twitter), with the aim of analyzing its evolution over time, identifying the main topics of debate, actors, influencers and communities, and exploring the geographic origin of the main participants, observing regional or global patterns of participation. Theoretical Framework: This topic highlights the concepts of ESG and its evolution, the relevance of social media in the dissemination of the ESG agenda and the findings of previous studies on ESG and social media. Method: Social Network Analysis (SNA) techniques were adopted, with the aid of NodeXL software. Data collection was carried out by extracting public posts on X related to the hashtag #ESG between January 1 and December 31, 2023. Results and Discussion: The results revealed a complex and heterogeneous network, with different levels of influence and connectivity among users. Key figures who play central roles in the dissemination of information about ESG were identified. In the discussion section, these results are contextualized in light of the theoretical framework. Research Implications: By mapping key actors and communities, companies can identify their main stakeholders and direct their communication and engagement actions, developing more effective strategies to promote their practices and connect with their audiences. Originality/Value: This study contributes to the literature by exploring the dynamics of ESG discussions on Twitter over the course of an entire year, offering a continuous rather than a one-off analysis. The relevance and value of the research are evidenced by the identification of seasonality, influencers and key topics, with potential impact on understanding interactions and influences on social media about ESG.
Published Version
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