Exploring X as a social marketing and happiness management instrument for biodiversity

This paper means to explore the X profile @fbiodiversidad to compare the number of messages published by this user with the public reaction according to the themes, social marketing and emotional connotation and to check whether there are themes that better distinguish behavioural messages from others. We have used a methodology that combines data mining and content analysis techniques. We have recovered 3,158 tweets before and after the entry into force of Law 7/2021, of May 20, on climate change and energy transition. The results show that most published messages have an informative purpose and refer to projects. However, the most popular publications are related to wildlife, with a conversational meaning and a positive emotional connotation. In addition, a relationship has been found between the themes and social marketing in the messages, standing out the behavioural messages about projects and well-being.