SUSTAINABILITY GETS THE CLICKS? COMPARING ENGAGEMENT LEVELS ON SUSTAINABILITY VS. GENERAL HASHTAG POSTS FROM HOME APPLIANCES BRANDS

Abstract

Purpose – Due to prevailing issues like energy waste and environmental pollution, which causes rise in temperature suggests that human behavior have to be changed for better quality of life for future generations. Thus, this study aims to investigate how home appliances brands on social media uses #sustainability hashtag content to generate energy-saving behavior. Methodology – 423 hashtag posts have been extracted with their COBRA levels (such as likes, comments and share frequencies) through Apify web scraping tool. COBRA analysis was used to perform descriptive statistics to determine which types of hashtags posts (#sustainability or #general) are most frequently used and how customers are engaged with #sustainability hashtag content by home appliance brands. Findings – The findings showed that only 45 hashtags posts are related to #sustainability content and social media users have more interest in liking the # sustainability posts instead of commenting or sharing them. Originality of the research – This paper provides the importance of #sustainability communication in the energy sector, more significantly, this study is the first to classify hashtag usage and analyze its effects on social media engagement. It highlights opportunities for further research and offers AI analysis techniques to forecast social network communication.