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Modelo de análise infocomunicacional para avaliação de postagens sobre meio ambiente, social e governança em redes sociais digitais

2024; Gabinete de Estudos a&b; CETAC.MEDIA; Issue: 22 Linguagem: Inglês

10.21747/21836671/pag22a5

2183-6671

Loredana Kotinski,

Education and Digital Technologies

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) havepromoted 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 generatesthe 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 MIAelaboration and validation. The results of this research indicate experts’ positive evaluation of the MIAwith more than 93% approval. It makes MIAan effective tool for analyzing ESG posts on social media.