Renewable Energy Discourse on Social Media: A Cross-Platform Sentiment Analysis

Year 2023, Volume: 26 Issue: 2, 466 - 480, 30.11.2023

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.29249/selcuksbmyd.1376922

Abstract

The global shift towards renewable energy has garnered significant attention in digital spaces, with platforms teeming with discourse about its implications, challenges, and potential. This study undertook a comprehensive exploration of this digital discourse across prominent social media platforms, including Quora, Facebook, Instagram, Reddit, and the platform formerly known as Twitter, now “X.” Leveraging the API-based tool from BrandMentions, a dataset focused on the keyword “Renewable Energy” was extracted and conducted in-depth sentiment and textual analyses. Findings revealed a predominant positive sentiment, accounting for 71.44% of the mentions. English emerged as the dominant language, comprising 97.48% of the dataset. Platform-specific insights showcased diverse aspects of the renewable energy conversation, from career-related inquiries on Quora to industry trends on Reddit. Co-occurrence analysis further underscored the multifaceted nature of discussions, highlighting areas of technological innovation, sustainability concerns, and commercial implications. This research sheds light on the complex web of online discourse on renewable energy, providing significant implications for stakeholders, policymakers, and researchers. Future studies might delve deeper into regional sentiments, and temporal shifts in discourse and employ more advanced analytical tools for granular insights.

Keywords

Renewable energy, Social media, Sentiment analysis, Sustainable marketing, Marketing communication

Sosyal Medyada Yenilenebilir Enerji Söylemi: Platformlar Arası Duygu Analizi

Abstract

Küresel olarak yenilenebilir enerjiye doğru olan geçiş, etkileri, zorlukları ve potansiyeli hakkındaki tartışmalar ile dijital mecralarda önemli bir ilgi çekmiştir. Bu çalışma, Quora, Facebook, Instagram, Reddit ve X. (eski adıyla Twitter) dahil olmak üzere önde gelen sosyal medya platformlarında bu dijital tartışmanın kapsamlı bir keşfini gerçekleştirmiştir. BrandMentions’dan API tabanlı bir araç kullanılarak “yenilenebilir enerji” anahtar kelimesine odaklanan bir veri kümesi çıkarılıp derinlemesine duygu ve metin analizleri gerçekleştirilmiştir. Bulgular, gönderilerin %71,44’ünün baskın bir pozitif duygu içerdiğini ortaya çıkarmıştır. İngilizce, veri kümesinin %97,48’ini oluşturarak baskın dil olarak ortaya çıkmıştır. Platforma özel bilgiler, Quora’da kariyerle ilgili sorularından Reddit’te endüstri trendlerine kadar yenilenebilir enerji tartışmalarının farklı yönlerini ortaya çıkarmıştır. Eş bulunuş analizi, tartışmaların çok yönlü doğasını vurgulayarak teknolojik yenilik, sürdürülebilirlik endişeleri ve ticari sonuçlar alanlarını öne çıkarmıştır. Bu araştırma, yenilenebilir enerji hakkındaki çevrimiçi tartışmanın karmaşık ağına ışık tutarak paydaşlar, politika yapıcılar ve araştırmacılar için önemli sonuçlar sunmaktadır. Gelecekteki çalışmalar, bölgesel görüşlere, söylemdeki zaman içindeki değişikliklere daha derinlemesine inebilir ve daha gelişmiş analitik araçlar kullanarak ayrıntılı içgörüler elde edebilir.

Keywords

Yenilenebilir enerji, Sosyal medya, Duygu analizi, Sürdürülebilir pazarlama, Pazarlama iletişimi.

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