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Sustainability in TikTok after COVID-19. The viral influencers in Spanish and their micro-actions ; Sostenibilidad en TikTok tras la COVID-19. Los influencers virales en español y sus micro-acciones
The 17 Sustainable Development Goals (SDGs) of the 2030 Agenda address climate issues and environmental degradation. Their communication has grown on social media in the wake of COVID-19, with climate awareness promoting change with in-home micro-actions. This research focuses on the tiktokers that publish in Spanish, with the hashtag #sostenibilidad, and which are the most important two years after the official declaration of the pandemic (11 March 2022). The fundamental hypothesis is that micro-actions, in these audio-visual pills or short videos, can be the beginning of a new way of raising environmental awareness in social networks. The methodology contains four correlative steps: search for hashtags, quantitative analysis in TikTok, search for the 10 most successful and engaged accounts, and their descriptive content analysis. The results show that the 10 most successful accounts are female and only 3 of these creators have more than 100,000 followers, although 6 of them have more than 1 million "Likes". They are young, get high engagement rates, higher than Instagram and Twitter, and prove that you can be an influencer without being on several social networks at the same time. ; Los 17 Objetivos de Desarrollo Sostenible (ODS) de la Agenda 2030 contemplan los problemas de clima y degradación ambiental. Su comunicación ha crecido en las redes sociales tras la COVID-19, con una conciencia climática que promueve el cambio con micro-acciones caseras. Esta investigación se centra en los tiktokers que publican en español, con el hashtag #sostenibilidad, y que son los más importantes al cumplirse dos años de la declaración oficial de la pandemia (11 de marzo de 2022). La hipótesis fundamental es que las micro-acciones, en estas píldoras audiovisuales o vídeos cortos, pueden ser el comienzo de nueva vía de concienciación medioambiental en redes sociales. La metodología contiene cuatro pasos correlativos: búsqueda de hashtags, análisis cuantitativo en TikTok, búsqueda de las 10 cuentas de más éxito y engagement, y ...
ecología, TikTok, 070, social media, redes sociales, sostenibilidad, influencers, ecology, sustainability
ecología, TikTok, 070, social media, redes sociales, sostenibilidad, influencers, ecology, sustainability
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).0 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Average influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Average
