This work, Morón AB celebrates 75 years, by SSgt Damon Kasberg, identified by DVIDS, must comply with the restrictions shown on https://www.dvidshub.net/about/copyright Metrics details The role of Non-Governmental Organizations (NGOs) in disseminating and protecting children’s rights is fundamental by increasing society’s knowledge about the reality that children face we present an original study on social media data evaluating the success of their content (through the likes obtained by publications) from the perspective of social marketing and prospective theory it examines the positioning of organizations concerning the types of messages identified The methodological approach is based on data mining and simple correspondence analysis through which the typology of the messages and positioning map are determined The results suggest that these organizations generate predictable communication by publishing on specific topics and only increasing the number of tweets in emergencies when they are requiring urgent help Some tweets show an immediate risk to which children are exposed if they do not receive help which aligns with one of the premises of the Prospect Theory a more significant number of posts does not necessarily imply a greater number of likes Three types of messages have been determined: informative tweets that point out risks (type 1) and action tweets that highlight benefits (type 3) confirmed through the Kruskal-Wallis test to have a relationship with impact The positioning map shows that type 3 messages The main implication is that our analysis validates the use of social media such as Twitter to analyze NGOs and proposes these social media platforms to be an important tool in mobilizing the community this study offers parameters when constructing the messages for use in social marketing campaigns according to decisions that involve risk or certainty Despite the existence of publications regarding the use of Twitter by these types of organizations there is insufficient evidence about how those focused on child protection employ it from the perspective of social marketing and one of the novelties of this study is the consideration of happiness and social marketing to understand the NGOs’ content The methodological approach was based on data mining utilizing content analysis techniques to study the format and alignment of tweets with prospective theory as well as to establish communication profiles Simple correspondence analysis was employed to determine the message typology and positioning map retrieving tweets published from November 2022 to March 2023 The objectives of this research were as follows: To study the communication profiles of the leading NGOs dedicated to child protection in Spain on the social network Twitter from the perspective of social marketing To establish a message typology from the perspective of social marketing and its alignment with prospective theory To compare the impact of the identified message types and determine whether there is a relationship or not To examine the positioning of NGOs regarding the identified message typology Understanding the information that users disseminate about social marketing can aid NGOs in their communication campaigns The results obtained have led to the conclusion that these organizations generate predictable communication by posting about specific topics and only increasing the number of tweets during emergencies when urgent assistance is required a higher number of posts does not necessarily translate to more likes three types of message were identified: informative tweets that highlight risks (Type 1) and action-oriented tweets emphasizing benefits (Type 3) The Kruskal-Wallis test confirmed their relationship with impact The positioning map shows that Type 3 messages - the ones favored by World Vision Spain - are the most popular followed by Type 1 messages - the preference of Educo - and finally Type 2 messages - associated with UNICEF Spain These findings provide valuable insights into the effectiveness of different message types and the communication strategies employed by the sampled NGOs in the context of social marketing Such knowledge can inform future campaigns and help NGOs engage their target audiences more effectively in terms of the type of content they should share concerning social marketing and the types of conversations that should be generated on social media platforms such as Twitter to achieve the greatest impact it combines the best elements of traditional approaches with an integrated system of planning and action utilizing the latest advances in Information and Communication Technology and marketing to develop effective social marketing campaigns it is important to rely on classic theories that explain user behavior The first is explaining the NGO’s mission in its Twitter profile and the second is to include a link to its website so then interested parties can access more information In the case of a bidirectional communication strategy including the administrator’s name and Twitter handle in the organization’s profile can help create a more personal relationship with stakeholders This paper analyzed the communications of child protection NGOs from a social marketing perspective focusing on the Twitter profiles of some of the most relevant NGOs in Spain The research was based on a descriptive and correlational approach combining data mining based on the Knowledge Discovery in Databases model (KDD) with both a quantitative and qualitative approach simple correspondence analysis was employed Source: Maimon and Rokach (2010) a working framework is established with the identification of the units to be analyzed and the determination of parameters and indicators to consider involves data extraction based on the goals set in the first phase the coding rules and system of categories and variables are determined (4) The reliability of the coding-categorization system is then verified the collected information is interpreted and turned into meaningful findings The units of analysis identified are the messages posted on Twitter by the organizations mentioned earlier from November 19th Once the information to be examined was collected the coding process was carried out according to the following variables: profile it can be a simple correspondence analysis (SCA) when investigating the relationship between two variables or a multiple correspondence analysis (MCA) when studying associations among more than two variables two SCA were conducted: one to determine the typology of the messages based on their purpose (social marketing perspective) and their alignment with prospective theory The other was to examine the positioning of NGOs regarding the identified message typologies it was verified whether the impact is related to the typology of the messages SCA and the Kruskal-Wallis test were used to confirm whether the impact depended on the message type both of which were conducted using SPSS software version 29 Three tweets stand out from the rest and have close to 3000 likes. These messages were published in the context of the earthquakes in Turkey and Syria on February 6th, 2023, speaking of the NGOs’ work in the area and the need for urgent help through donations. These tweets belong to ‘Plan International Spain’, ‘UNICEF Spain’, and ‘Save the Children Spain’ (Fig. 3). These data are an indicator as to whether they need to consider changing the approach to publishing since the objective is to achieve a more significant reaction from the public the communication profiles of the organizations will be detailed according to a range of variables in which social marketing takes on a particular role and prospective theory (focused on social marketing) The entity that most frequently includes a positive connotation in its publications is ‘Ayuda en Acción’ (39.1%) and, to a lesser extent, ‘UNICEF Spain’ (32%) (Fig. 4) ‘Save the Children Spain’ (36.1%) was the one that published the highest number of tweets with negative emotional connotations Regarding the average number of likes based on this sentiment it was observed that impartial messages have worked best during the period analyzed among those that have some emotional connotation tweets with a negative sentiment are more popular than positive ones it was of interest to check the communication profiles from the social marketing perspective the purpose of the tweet has been considered The messages in Fig. 6 encourage collaboration by highlighting the benefits and positive effects derived from said collaboration The top message indicates that if users collaborate they will be doing something as crucial as giving young people opportunities for the future while the bottom message offers excitement and happiness as well as resources so then they can survive and lead a better life the messages mentioning risks refer to the risks that children will be exposed to if users do not cooperate including malnutrition They address collaboration in ‘Ayuda en Acción’ and UNICEF it is necessary to highlight that only Educo who posts on the recurring topic of education has been the one that has achieved the highest average of likes per message the most popular topics are the environment and natural disasters It is worth highlighting that it was a message from ‘Save the Children ES’ that achieved the highest number of likes The results corresponding to the two ACS carried out to determine the types of message are presented below according to the characteristics they present concerning their purpose and according to their adequacy in relation to prospective theory. These two variables have been considered the most interesting from the point of view of social marketing. The Chi-Square test yielded a p-value < 0.001, confirming the relationship between the abovementioned variables. Figure 7 presents the spatial scatter diagram which shows the relationship between the two variables The blue dots correspond to the purpose of the message while the red dots refer to the categories determined for the adaptation variable to prospective theory The graph reveals that messages with a behavioral purpose and highlighting benefits have the most robust relationship As for the publications that limit themselves to informing they tend to be impartial or point out risks but the relationship is more complex than in the previous case tweets that try to generate dialogue appear isolated from the rest three types of message have been determined: Type 1: Behavioral messages with a focus on profit (62 messages) Type 2: Dialogue message with an unbiased approach (104 messages) Type 3: Information messages with a focus on risk (240 messages) Below are the results of the ACS carried out to observe the positioning of the organizations concerning the new variable ‘Type of message,’ built from the purpose and approaches of prospective theory. Before continuing, it is necessary to comment that the relevance of the model has been verified due to obtaining a p-value < 0.00 in the Chi-square test, confirming the association between the previous variables. Figure 8 shows the positioning of the organizations regarding the three types of messages identified it is possible to determine which organization is most related to each type of message; no clear association is observed as the entities appear dispersed on the plane it can be deduced that Educo chooses to publish action messages highlighting benefits (type 1) ‘World Vision Spain’ prefers to inform by pointing out risks (type 3) while ‘UNICEF Spain’ is the only one that is relatively close to the tweets that are at the same time impartial and dialogue (type 2) as this organization’s number of dialogue messages is double the average making this category the one with the most negligible impact tweets that incite action tend to be the most popular achieving a higher average number of likes with Educo being the organization most inclined to this end if individuals focus on the losses derived from a decision they will tend to look for options that involve risk if they focus on potential gains or benefits they will lean towards options that imply certainty One initial limitation is that the research has been confined to analyzing messages posted on Twitter by Spanish organizations or it would be interesting to study a greater number of organizations from different countries as well as to retrieve posts from other social media platforms a longer time horizon of at least one year would allow for more accurate conclusions All of this is aimed at establishing more comprehensive communication profiles Regarding the application of prospective theory from the perspective of social marketing there are several aspects to delve into in future research The first is based on the premise that an individual’s preferences and activities change over time whether age influences the willingness to collaborate with NGOs Another hypothesis raised by the theory is that if the costs of change are too high it would be advisable to study aspects such as the maximum cost that people would be willing to donate per month such as the opportunity cost of volunteering along with others posed by prospective theory could be of interest as future research directions The online version contains supplementary material available from author of correspondence Martín R (2020) La comunicación en redes sociales: percepciones y usos de las Ong españolas Ayuda en Acción (2018) Lista de ONG que ayudan a niños. https://ayudaenaccion.org/blog/solidaridad/ong-ayudan-ninos/ Jha S (2021) Nanoinfluencer marketing: How message features affect credibility and behavioral intentions Beh EJ (2004) Simple correspondence analysis: A bibliographic review Bifarello MS (1996) Las organizaciones no gubernamentales y las políticas para la infancia en situación de pobreza In: Segunda conferencia Internacional de la Internacional Society for Third Sector Social marketing and behaviour change: Models Gonzálvez-Valles JE (2017) Redes sociales y museos: análisis de la campaña en Twitter para el Día Internacional de los Museos y Noche de los Museos tweets y engagement: análisis de las bibliotecas universitarias españolas en Twitter Carrasco G (2014) Uso de los medios sociales Facebook y Twitter en el programa educativo masivo de la política pública Chile Crece Contigo (ChCC). https://doi.org/10.7764/tesisUC/COM/4970 Danforth CM (2015) Climate change sentiment on Twitter: An unsolicited public opinion poll movilización y participación desde las redes sociales en un proyecto social In: Reconstruyendo un mundo con ojos de niñas: entre la pobreza y la educación Gutiérrez-Rodríguez P (2023) Happiness and its relationship to expectations of change and sustainable behavior in a post-COVID-19 world Contreras-Contreras P (2023a) Consumer happiness: origin and development of the concept Loranca-Valle C (2022a) Sponsorship image and value creation in E-sports Núnez-Barriopedro E (2022b) The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion Cuesta-Valiño P, Gutiérrez-Rodríguez P, Núnez-Barriopedro E, García-Henche B (2023b) Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. 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When the private-equity firm Platina Partners was founded a decade ago to invest in European renewables, “everybody wondered whether we were out of our minds”, recalls managing partner Thomas Rottner. The past decade has been a wild ride for European renewables — and for Platina, which has 40-odd employees at its offices in London, Paris and Milan. Today, Platina has nearly 400MW of operational wind and solar assets on its books across Europe, from the 82MW Orites wind farm in Cyprus to the 12MW El Coronil PV park in Spain. (In a one-off investment, it also took a stake in a 15MW PV array in India.) Facebook Twitter LinkedIn Your data on Recharge Recharge is part of DN Media Group AS From November 1st DN Media Group is responsible for controlling your data on Recharge We use your data to ensure you have a secure and enjoyable user experience when visiting our site. You can read more about how we handle your information in our privacy policy DN Media Group is the leading news provider in the shipping, seafood, and energy industries, with a number of English- and Norwegian-language news publications across a variety of sectors. Read more about DN Media Group here Recharge is part of NHST Global Publications AS and we are responsible for the data that you register with us and the data we collect when you visit our websites We use cookies in a variety of ways to improve your experience such as keeping NHST websites reliable and secure personalising content and ads and to analyse how our sites are being used For more information and how to manage your privacy settings please refer to our privacy and cookie policies A moderate magnitude 3.6 earthquake hit 19.7 km (12 mi) away from Utrera, Andalusia,  Spain The quake had a very shallow depth of 25 km (16 mi) and was felt by many near the epicenter The shallow depth of the quake caused it to be felt more strongly near the epicenter than a deeper quake of similar magnitude would Malaga has a moderate level of seismic activity Based on data from the past 55 years and our earthquake archive back to 1900 there are about 590 quakes on average per year in or near Malaga Malaga has had at least 5 quakes above magnitude 6 since 1900 which suggests that larger earthquakes of this size occur infrequently probably on average approximately every 23 to 27 years Malaga has about 24.3 quakes of magnitude 3 or higher per year The quake had a shallow depth of 48 km (30 mi) and was not felt (or at least not reported so) Malaga has had 3 quakes of magnitude 3.0 or above and 17 quakes between 2.0 and 3.0 There have been also 85 quakes below magnitude 2.0 which people don't normally feel The quake had a very shallow depth of 25 km (16 mi) and was felt by many near the epicenter.