Twitter as Potential Medium for Organization: Constructing Green Messages on Twitter

  • Tangguh Okta Wibowo Universitas Multimedia Nusantara
  • Khairul Syafuddin Universitas Sahid
  • Maria Advenita Gita Elmada Universitas Multimedia Nusantara
Keywords: pro-environmental organization, organization's image, Twitter, environmental communication


This study examines the topic of environmental sustainability, which is currently emphasized by governments and organizations. How do organizations, in particular, utilize the term "green" to designate their products and services? A green label plays a crucial role in establishing a favorable reputation for an organization, allowing it to be identified as a promoter of environmental sustainability. This study explores the utilization of the green concept on Twitter deeper. Utilizing the Netlytic program, tweets containing the terms "green" or "environmental" are submitted to a content analysis. This study shows, using collected data, that Twitter is utilized as a "technology weapon" to promote the organization's image. By accommodating digital traces by users on Twitter, researchers see a "digital space" formed to be utilized as a space for organizations to produce content based on environmental communication. This information has consequences for the green labeling of an organization and enables the enhancement of a good image that adds value to the organization's reputation to establish itself as a pro-environmental organization. Important findings from this study suggest that Twitter could be utilized by organizations to improve their status on the map as a green organization.


Ariestya, A., G. Paramitha, & M. A. G. Elmada. 2022. “Climate Change Awareness of Gen Z : The Influence of Frame and Jargon on Online News.” Jurnal Studi Komunikasi 6(3):753–70. doi: 10.25139/jsk.v6i3.5287.
Bashir, Shahid, Muddasar Ghani Khwaja, Yasir Rashid, Jamshid Ali Turi, & Tariq Waheed. 2020. “Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image.” SAGE Open 10(3). doi: 10.1177/2158244020953156.
Boström, M., & M. Klintman. 2008. “Labelling and Green Consumerism.”
Breakenridge, D., & B. Solis. 2009. Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR.
Daniel, Mariana, Rui Ferreira Neves, & Nuno Horta. 2017. “Company Event Popularity for Financial Markets Using Twitter and Sentiment Analysis.” Expert Systems with Applications 71:111–24. doi: 10.1016/j.eswa.2016.11.022.
Dewi, W. W. A., & W. R. Syauki. 2022. “Pesan Kampanye Non-Goverment Organization Terhadap Permasalahan Sampah Plastik.” Jurnal Riset Komunikasi 5(2):159–71. doi: 10.38194/jurkom.v5i2.428.
Forman, J., & L. Damschroder. 2007. “Qualitative Content Analysis.” Pp. 39–62 in Empirical methods for bioethics: A primer. England: Emerald Group.
Golob, U., S. Turkel, L. Kronegger, & E. Uzunoglu. 2018. “Uncovering CSR Meaning Networks: A Cross-National Comparison of Turkey and Slovenia.” Public Relations Review.
Hou, Huiying, & Hao Wu. 2021. “Tourists’ Perceptions of Green Building Design and Their Intention of Staying in Green Hotel.” Tourism and Hospitality Research 21(1):115–28. doi: 10.1177/1467358420963379.
Housley, William, Helena Webb, Meredydd Williams, Rob Procter, Adam Edwards, Marina Jirotka, Pete Burnap, Bernd Carsten Stahl, Omer Rana, & Matthew Williams. 2018. “Interaction and Transformation on Social Media: The Case of Twitter Campaigns.” Social Media and Society 4(1). doi: 10.1177/2056305117750721.
Khonsari, Kaveh Ketabchi, Zahra Amin Nayeri, Ali Fathalian, & Leila Fathalian. 2010. “Social Network Analysis of Iran’s Green Movement Opposition Groups Using Twitter.” Proceedings - 2010 International Conference on Advances in Social Network Analysis and Mining, ASONAM 2010 414–15. doi: 10.1109/ASONAM.2010.75.
Klassen, Shamika, Sara Kingsley, Kalyn McCall, Joy Weinberg, & Casey Fiesler. 2022. “Black Lives, Green Books, and Blue Checks.” Proceedings of the ACM on Human-Computer Interaction 6(GROUP):1–22. doi: 10.1145/3492846.
Lauwrensia, Anastasia Pratiwi, & Angga Ariestya. 2022. “The Green Storytelling Marketing: Influencing Consumer Purchase Decision through Environmental Consciousness.” Jurnal Komunikasi Profesional 6(1):39–55. doi: 10.25139/jkp.v6i1.4390.
Li, Xin, Qianqian Xie, Jiaojiao Jiang, Yuan Zhou, & Lucheng Huang. 2019. “Identifying and Monitoring the Development Trends of Emerging Technologies Using Patent Analysis and Twitter Data Mining: The Case of Perovskite Solar Cell Technology.” Technological Forecasting and Social Change 146(January):687–705. doi: 10.1016/j.techfore.2018.06.004.
Lim, Kwan Hui, Kate E. Lee, Dave Kendal, Lida Rashidi, Elham Naghizade, Stephan Winter, & Maria Vasardani. 2018. “The Grass Is Greener on the Other Side: Understanding the Effects of Green Spaces on Twitter User Sentiments.” The Web Conference 2018 - Companion of the World Wide Web Conference, WWW 2018 275–82. doi: 10.1145/3184558.3186337.
Martín-de Castro, Gregorio, Javier Amores-Salvadó, José E. Navas-López, & Remy M. Balarezo-Núñez. 2020. “Corporate Environmental Reputation: Exploring Its Definitional Landscape.” Business Ethics 29(1):130–42. doi: 10.1111/beer.12250.
Meredith, J., D. Giles, & W. Stommel. 2021. Analysing Digital Interaction. Switzerland: Palgrave Macmillan.
Mravcová, Anna. 2019. “Environmental Awareness and Environmental Citizenship Dimension.” Slovak Journal of Political Sciences 19(2):32–48. doi: 10.34135/sjps.190202.
Obreja, Dragoș M. 2022. “Mapping the Political Landscape on Social Media Using Bibliometrics: A Longitudinal Co-Word Analysis on Twitter and Facebook Publications Published Between 2012 and 2021.” Social Science Computer Review 0(90):1–17. doi: 10.1177/08944393221117749.
Olsen, Mitchell C., Rebecca J. Slotegraaf, & Sandeep R. Chandukala. 2014. “Green Claims and Message Frames: How Green New Products Change Brand Attitude.” Journal of Marketing 78(5):119–37. doi: 10.1509/jm.13.0387.
Palmer, Stuart, & Nilupa Udawatta. 2019. “Characterising ‘Green Building’ as a Topic in Twitter.” Construction Innovation 19(4):513–30. doi: 10.1108/CI-02-2018-0007.
Pritchard, Mark, & Theresa Wilson. 2018. “Building Corporate Reputation through Consumer Responses to Green New Products.” Journal of Brand Management 25(1):38–52. doi: 10.1057/s41262-017-0071-3.
Quesenberry, Keith. 2006. Social Media Strategy : Marketing, Advertising, and Public Relations in the Consumer Revolution.
Reilly, Anne H., & Katherine A. Hynan. 2014. “Corporate Communication, Sustainability, and Social Media: It’s Not Easy (Really) Being Green.” Business Horizons 57(6):747–58. doi: 10.1016/j.bushor.2014.07.008.
Risyamuka, I. Ketut, & Kastawan Mandala. 2015. “Pengaruh Green Marketing Terhadap Keputusan Pembelian Produk Hijau Di Restoran Sari Organik Ubud.” E-Jurnal Manajemen Universitas Udayana 4(2):524–43.
Roberts, Helen, Jon Sadler, & Lee Chapman. 2019. “The Value of Twitter Data for Determining the Emotional Responses of People to Urban Green Spaces: A Case Study and Critical Evaluation.” Urban Studies 56(4):818–35. doi: 10.1177/0042098017748544.
Stritch, Justin M., & Robert K. Christensen. 2016. “Going Green in Public Organizations: Linking Organizational Commitment and Public Service Motives to Public Employees’ Workplace Eco-Initiatives.” American Review of Public Administration 46(3):337–55. doi: 10.1177/0275074014552470.
Sudibyo, Yvonne Augustine, & Karel Adam Sutanto. 2020. “Environmental Consciousness and Corporate Social Responsibility as Drivers of Green Intellectual Capital.” International Journal of Innovation, Creativity and Change 13(4):716–26.
Suki, M. N. 2016. “Green Product Purchase Intention: Impact of Green Brands, Attitude, and Knowledge.” British Food Journal 118(12):2893–2910. doi: 10.1108/BFJ-06-2016-0295.
Wenur, Christy, Silvya Mandey, & Willem A. Tumbuan. 2015. “Pengaruh Strategi Green Marketing , Citra Merek , Dan Kualitas Produk Terhadap Kepuasan Konsumen Pengguna the Body Shop , Manado Town Square.” Emba 3(2):283–93.
Wibowo, T. O. 2017. “Green marketing and representation of the other (an analysis of green image ad represented by teh kotak ad, ‘persembahan dari alam’ version).” Profetik: Jurnal Komunikasi 10(2):5. doi: 10.14421/pjk.v10i2.1332.
Wibowo, T. O., Candrasari, S., Parlindungan, D. R. & Haloho, H. N. Y. 2022. “‘ The Real Green’ or Just Gimmick : The Implementation of Green Concept in Inagro’s Instagram.” Komunikatif : Jurnal Ilmiah Komunikasi 11(2):231–41. doi: 10.33508/jk.v11i2.4253.
Wijaya, B. S., T. O. Wibowo, D. Kania, A. R. Dedees, & H. D. Vida. 2022. “The Politics of Representation in Green Brand Communication: A Social Semiotics Approach.” Social Sustainability in Economic, Social, and Cultural Context 18(2):31–45.
Xiong, Ying, Moonhee Cho, & Brandon Boatwright. 2019. “Hashtag Activism and Message Frames among Social Movement Organizations: Semantic Network Analysis and Thematic Analysis of Twitter during the #MeToo Movement.” Public Relations Review 45(1):10–23. doi: 10.1016/j.pubrev.2018.10.014.
Zarrabeitia-Bilbao, E., J. Morales-i-Gras, R. Rio-belver, & Garechana-Anacabe, G. 2022. “Energía verde : Identificación de tendencias en la sociedad mediante la minería de datos aplicada a twitter para la toma de decisiones estratégicas.” Profesional de La Información 31(1):1–17.