Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter

This study analyzes how leading child-focused NGOs in Spain use Twitter from a social marketing and prospect theory perspective, assessing the impact of content via likes and examining organizational positioning by message type. Using data mining, content analysis, and simple correspondence analysis (SCA), the authors classify tweets and map organizational strategies. Findings indicate predictable communication patterns focused on specific topics, with surges in posting during emergencies. Some tweets emphasize immediate risks to children if help is not provided, consistent with prospect theory. A higher volume of posts does not necessarily yield more likes. Three message types are identified—informative risk-framed (type 1 in abstract’s order), impartial dialogue (type 2), and action/benefit-framed (type 3)—with a significant relationship to impact (Kruskal–Wallis). The positioning map shows action/benefit messages (favored by World Vision Spain) are most popular, followed by informative risk messages (Educo), then impartial dialogue (UNICEF Spain). The study supports using Twitter to analyze NGOs and offers guidance for crafting social marketing messages aligned with risk or certainty framing to mobilize communities.

Araceli Galiano-Coronil, Marina Yong Alcedo-Velázquez, Sofía Blanco-Moreno, Luis Bayardo Tobar Pesántez