English Full Article Citation
Paper Selected at International Conference on Innovative Education in Business and Economics (ICIEBE 2022)


Jorge Villagrasa EDEM Business School, Spain
Colin Donaldson EDEM Business School, Spain
Cortes López Medina Ontinyent Hospital, Spain


This research delves into Twitter analysis, a well-known social media messaging service recently acquired by Elon Musk for $44bn, which we argue to enable researchers to better monitor (and try to solve) the status of the general population regarding the type of user and content of the received messages. With this analysis, it is intended to show the possibility of disseminating reliable, immediate, and high-quality messages (that would be unlikely obtained through official information channels), potentially provoking in this way an exponential impact afterwards. This idea in particular is key, due to any average social media population user and especially from 'Gen Z' (which hold 25% lower attention capacity and 40% lower check of the reliability of sources than its predecessor generation) could easily understand wrongly the massive (and unfiltered) amounts of information received, therefore generating false alarms, beliefs and in some cases, even own welfare losses.
To do so, along this paper we propose the development of a pedagogical activity with a multi-methodological approach through which to carry out a qualitative (and cross-sectional) analysis in the degree of ‘Business Administration and Management’ of EDEM-Business School. Thus, the aforementioned activity would constitute a successful teaching innovation exercise as regards to the acquisition of the required competencies and learning outcomes established within the course, as well as to the achievement of a (attainable and consensual) solution to a real problem faced nowadays and selected by the students: in this case, the increase of awareness about the cervical cancer, a type of cancer that is currently the fourth most common among women worldwide and one of the easiest to prevent through screening tests.

monitor attitudes, awareness, strategic usage, social media, Twitter


El presente estudio profundiza en el análisis de Twitter, una conocida red social de mensajería adquirida recientemente por Elon Musk por 44.000 millones de dólares, a través de la cual se consigue fácilmente monitorizar (e intentar resolver) el estado general de la población en función del tipo de usuario y contenido de los mensajes recibidos. Con este análisis, se pretende mostrar la posibilidad de difundir mensajes fiables, de forma inmediata y de calidad (que difícilmente se obtendrían a través de los canales oficiales de información), provocando así potencialmente un impacto exponencial a posteriori. Esta idea en particular es muy relevante, debido a que cualquier usuario promedio de las redes sociales y especialmente de la 'Generación Z' (los cuales poseen un 25% menos de capacidad de atención y verifican un 40% menos la fiabilidad de las fuentes consultadas que su generación anterior) podría fácilmente entender de forma errónea la ingente cantidad de información recibida (y sin filtrar), generando por tanto posibles falsas alarmas, creencias y, en algunos casos, incluso pérdidas propias de bienestar.
Para ello, a lo largo de este trabajo proponemos el desarrollo de una actividad pedagógica con un enfoque multimetodológico a través de la cual llevar a cabo un análisis cualitativo (y transversal) dentro del grado de ‘Administración y Dirección de Empresas’ de EDEM-Escuela de Empresarios. De esta forma, la actividad mencionada constituiría un ejercicio de éxito dentro de la innovación docente a la hora de adquirir las competencias requeridas y los resultados de aprendizaje establecidos dentro la asignatura, así como la consecución de una solución (alcanzable y consensuada) a un problema real seleccionado por los estudiantes y al que se enfrentan en la actualidad: en este caso, el aumento de la concienciación sobre el cáncer de cuello de útero, un tipo de cáncer que actualmente es el cuarto más común entre las mujeres en todo el mundo y de los más fáciles de prevenir a través de exámenes de detección.

Palabras clave
monitorizar actitudes, concienciación, uso estratégico, redes sociales, Twitter

15 November 2022

23 December 2022

This is an open access article under the CC BY-NC license.


Villagrasa, J.; Donaldson, C.; & López, C. (2022). Twitter as a tool to monitor attitudes: the strategic usage of social media. Journal of Management and Business Education, 5(4), 392-423.


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