Promoting Green Brand of University in Social Media: Text Mining and Sentiment Analysis




social media, sentiment, engagement, green university, green transformation


Combating climate change and mitigating its negative consequences requires enhancing awareness of sustainable development. It is believed the education sector is an excellent trigger for green transformations. In turn, since social media has become a fundamental part of people's everyday lives, they are considered to be an effective tool in engaging the broader audience to green problems. In this view, this paper aims to analyze the social media activity of world-leading green universities in gaining the university community's commitment to sustainable development principles. This study involved text mining, statistical, content, and sentiment analyses to achieve the study aim and answer the following research questions: 1) What is the social media performance of the green universities? 2) What is a difference in the social media parameters used by the green universities involving the academic community and stakeholders to account for environmental issues? The research objects are five top-ranked sustainable universities worldwide according to the UI GreenMetric World University Rankings in 2021 and Sumy State University (as the first Ukrainian university listed by the mentioned above ranking). The study period covers data as of May 10, 2022. The data was retrieved from the analyzed universities' social media sites (Twitter, Facebook, LinkedIn, YouTube, Instagram, etc.). The findings confirmed the research hypothesis that the social media activity of green universities could be a driving force in gaining sustainable development goals and promoting an eco-friendly lifestyle worldwide. Based on the obtained results, the authors provided some recommendations regarding strengthening the universities’ social media activity towards increasing the green awareness of netizens.


Download data is not yet available.


Alves-Pinto, M. J., & Giannetti, B. F. (2019). Sustainable universities: a comparison of the ecological footprint, happiness and academic performance among students of different courses. In Sustainability on University Campuses: Learning, Skills Building and Best Practices (pp. 209-225). Cham: Springer.

Arefieva, O., Polous, O., Arefiev, S., Tytykalo, V., & Kwilinski, A. (2021). Managing sustainable development by human capital reproduction in the system of company`s organizational behavior. Paper presented at the IOP Conference Series: Earth and Environmental Science, 628(1)

Bularca M.C, Nechita F., Sargu L., Motoi G., Otovescu A., Coman C. (2022). Looking for the Sustainability Messages of European Universities’ Social Media Communication during the COVID-19 Pandemic. Sustainability, 14(3), 1554.

Bogachov, S., Kwilinski, A., Miethlich, B., Bartosova, V., & Gurnak, A. (2020). Artificial intelligence components and fuzzy regulators in entrepreneurship development. Entrepreneurship and Sustainability Issues, 8(2), 487–499.

Carpenter, S., Takahashi, B., Cunningham, C., & Lertpratchya, A.P. (2016). The roles of social media in promoting sustainability in higher education. International Journal of Communication, 10, 4863-4881.

Cyfert, S., Chwiłkowska-Kubala, A., Szumowski, W., & Miśkiewicz, R. (2021). The process of developing dynamic capabilities: The conceptualization attempt and the results of empirical studies. PLoS ONE, 16(4 April), e0249724.

Czyzewski, B., & Polcyn, J. (2016). Education quality and its drivers in rural areas of Poland. Eastern European Countryside, 22(1), 197-227.

Czyżewski, B., Matuszczak, A., Polcyn, J., Smędzik-Ambroży, K., & Staniszewski, J. (2020). Deadweight loss in environmental policy: The case of the european union member states. Journal of Cleaner Production, 260, 121064.

Czyzewski, B., Polcyn, J., & Hnatyszyn-Dzikowska, A. (2016). Concept for measuring the efficiency of public goods provision based on the education sector in Poland. Ekonomicky Casopis, 64(10), 973-993.

Dalevska, N., Khobta, V., Kwilinski, A., & Kravchenko, S. (2019). A model for estimating social and economic indicators of sustainable development. Entrepreneurship and Sustainability Issues, 6(4), 1839-1860.

Dimante, D., Tambovceva, T., & Atstaja, D. (2016). Raising environmental awareness through education. International Journal of Continuing Engineering Education and Life-Long Learning, 26(3), 259-272.

Dzwigol, H. (2020). Methodological and Empirical Platform of Triangulation in Strategic Management. Academy of Strategic Management Journal, 19(4), 1–8.

Hussain, S. A., Haq, M. A. U., & Soomro, Y. A. (2020). Factors Influencing Consumers’ Green Purchase Behavior: Green Advertising as Moderator. Marketing and Management of Innovations, 4, 144-153.

Imran, M., Hina, S., & Baig, M.M. (2022). Analysis of Learner’s Sentiments to Evaluate Sustainability of Online Education System during COVID-19 Pandemic. Sustainability, 14(8), 4529.

Kakalejcik, L., Fedorko, R., Gavurova, B., & Bacik, R. (2021). Can Negative Word-of-Mouth Have Any Impact on Brand Sustainability?. Marketing and Management of Innovations, 1, 212-224.

Khalaim, O., Tambovceva, T., Eiríksdóttir, L., & Urenje, S. (2021). Change Project Approach for Reorienting University Teaching Towards the Implementation of Sustainability Principles. In Universities, Sustainability and Society: Supporting the Implementation of the Sustainable Development Goals (pp. 253-273). Springer, Cham.

Kharazishvili, Y., Kwilinski, A., Grishnova, O., & Dzwigol, H. (2020). Social Safety of Society for Developing Countries to Meet Sustainable Development Standards: Indicators, Level, Strategic Benchmarks (with Calculations Based on the Case Study of Ukraine). Sustainability, 12(21), 8953.

Kharazishvili, Y., Kwilinski, A., Sukhodolia, O., Dzwigol, H., Bobro, D., & Kotowicz, J. (2021). The Systemic Approach for Estimating and Strategizing Energy Security: The Case of Ukraine. Energies, 14(8), 2126.

Kuzior, A., & Kwilinski, A. (2022). Cognitive Technologies and Artificial Intelligence in Social Perception. Management Systems in Production Engineering, 30(2), 109–115.

Kuzior, A., Kwilinski, A., & Tkachenko, V. (2019). Sustainable development of organizations based on the combinatorial model of artificial intelligence. Entrepreneurship and Sustainability Issues, 7(2), 1353-1376.

Kuzior, A., Lyulyov, O., Pimonenko, T., Kwilinski, A., & Krawczyk, D. (2021a). Post-Industrial Tourism as a Driver of Sustainable Development. Sustainability, 13(15), 8145.

Kuzior, A., Kwilinski, A., & Hroznyi, I. (2021b). The Factorial-Reflexive Approach to Diagnosing the Executors’ and Contractors’ Attitude to Achieving the Objectives by Energy Supplying Companies. Energies, 14(9), 2572.

Kwilinski, A., & Kuzior, A. (2020). Cognitive Technologies in the Management and Formation of Directions of the Priority Development of Industrial Enterprises. Management Systems in Production Engineering, 28(2), 133-138.

Kwilinski, A., Tkachenko, V., & Kuzior, A. (2019a). Transparent Cognitive Technologies to Ensure Sustainable Society Development. Journal of Security and Sustainability Issues, 9(2), 561-570.

Kwilinski, A., Dzwigol, H., Dementyev, V. (2019b). Model of entrepreneurship financial activity of the transnational company based on intellectual technology. International Journal of Entrepreneurship, 24(1 Special Issue), 1–5.

Kwilinski, A., Volynets, R., Berdnik, I., Holovko, M., & Berzin, P. (2019c). E-Commerce: Concept and legal regulation in modern economic conditions. Journal of Legal, Ethical and Regulatory Issues, 22(Special Issue 2), 1-6.

Kwilinski, A., Dielini, M., Mazuryk, O., Filippov, V., Kitseliuk, V. (2020d). System Constructs for the Investment Security of a Country. Journal of Security and Sustainability Issues, 10(1), 345–358.

Kwilinski, A., Litvin, V., Kamchatova, E., Polusmiak, J., & Mironova, D. (2021). Information support of the entrepreneurship model complex with the application of cloud technologies. International Journal of Entrepreneurship, 25(1), 1–8.

Kwilinski, A., Dalevska, N., & Dementyev, V. V. (2022a). Metatheoretical Issues of the Evolution of the International Political Economy. Journal of Risk and Financial Management, 15(3), 124.

Kwilinski, A., Lyulyov, O., Pimonenko, T., Dzwigol, H., Abazov, R., & Pudryk, D. (2022b). International Migration Drivers: Economic, Environmental, Social, and Political Effects. Sustainability, 14(11), 6413.

Li, H., Tao, M., & Sun, Z. (2009, June). Research on the process evaluation of green university based on concordance analysis. In 2009 Chinese Control and Decision Conference (pp. 3599-3603). IEEE.

Lyulyov, O., Pimonenko, T., Kwilinski, A., & Us, Y. (2021). The heterogeneous effect of democracy, economic and political globalisation on renewable energy. E3S Web of Conferences, 250, 03006.

Machova, R., Santa, K., & Basa, P. (2021). International Overview of Business Profiles from the Perspective of Instagram Users. Marketing and Management of Innovations, 3, 11-22.

Mediatoolkit (2022). Retrieved from: (available on 15 January 2022)

Mehmood, Shahid & Ahmad, Imran & Khan, Muhammad & Khan, Faheem & Whangbo, Taeg. (2022). Sentiment Analysis in Social Media for Competitive Environment Using Content Analysis. Computers, Materials and Continua, 71, 5603-5618.

Metzker, Z., Belas, J., & Amoah, J. (2021). The Perception of Using Social Media – A Comparison of Entrepreneurs Implementing CSR in Managerial Practice and other Entrepreneurs in Selected V4 Countries. Marketing and Management of Innovations, 2, 191-203.

Miśkiewicz, R. (2021). Knowledge and innovation 4.0 in today's electromobility. In M. Morawski and U. Bąkowska-Morawska (Eds.), Sustainability, Technology and Innovation 4.0 (pp. 256–275). London, UK: Routledge.

Miśkiewicz, R., Matan, K., & Karnowski, J. (2022). The Role of Crypto Trading in the Economy, Renewable Energy Consumption and Ecological Degradation. Energies, 15(10), 3805.

Mujahid, M., Lee, E., Rustam, F., Washington, P.B., Ullah, S., Reshi, A.A., & Ashraf, I. (2021). Sentiment Analysis and Topic Modeling on Tweets about Online Education during COVID-19. Applied Sciences, 11(18), 8438.

Nagy, S., & Somosi, M.V. (2020). Students’ Perceptions of Sustainable Universities in Hungary: An Importance-Performance Analysis. Amfiteatru Economic, 22(54), 496-515.

Orangzab, S. M., Zulfiqar, M. U., Chani, M. I., Tariq, B., & Hussain, R. I. (2021). Influential Factors of Brand Extension among University Students: Case for Pakistan. Marketing and Management of Innovations, 2, 278-292.

Pang, B., & Lee, L. (2008). Opinion mining and sentiment analysis. Foundations and Trends in Information Retrieval, 1(1-2), 1-135.

Parra, G., Checa, M., Mesa-Barrionuevo, C. R., Ruiz-Reyes, N., & Guerrero, F. (2018). Evaluación de la huella ecológica en la Universidad de Jaén, una herramienta para la gestión sostenible. Observatorio Medioambiental, 21(0).

Ribeiro, J. M. P., Hoeckesfeld, L., BocaSanta, S. L., Araujo, G. G. M., Jonck, A. V., Berchin, I. I., & de Andrade Guerra, J. B. S. O. (2019). Students’ Opinion about Green Campus Initiatives: A South American University Case Study. World Sustainability Series, 437–452.

Social Searcher. (2022). Retrieved from: (available on 15 January 2022)

Tambovceva, T., Dimante, D., & Atstāja, D. (2018). Consumer behaviour change through education for sustainable development: Case of Latvia. International Journal of Environmental Technology and Management, 21(5-6), 238-252.

Titko, J., Lapina, I., & Lentjušenkova, O. (2021). Measuring of intellectual capital investments in higher education: Case of Latvia. International Journal of Quality and Service Sciences, 13(4), 601-617.

Tkachenko, V., Kwilinski, A., Klymchuk, M., & Tkachenko, I. (2019). The Economic-Mathematical Development of Buildings Construction Model Optimization on the Basis of Digital Economy. Management Systems in Production Engineering, 27(2), 119–123.

Tweet Sentiment Visualization App. (2022). Retrieved from: (available on 15 January 2022)

UI GreenMetric World University Rankings. (2022). Retrieved from: (available on 15 January 2022)

Verina, N., Titko, J., & Shina, I. (2021). Digital transformation outcomes in higher education: Pilot study in Latvia. International Journal of Learning and Change, 13(4-5), 459-473.

Wang, Y., Shi, H., Sun, M., Huisingh, D., Hansson, L., & Wang, R. (2013). Moving towards an ecologically sound society? Starting from green universities and environmental higher education. Journal of Cleaner Production, 61, 1–5.

Worldometer. (2022). Retrieved from: (available on 15 January 2022)

Yang, C.-L., Huang, C.-Y., & Hsiao, Y.-H. (2021). Using Social Media Mining and PLS-SEM to Examine the Causal Relationship between Public Environmental Concerns and Adaptation Strategies. International Journal of Environmental Research and Public Health, 18(10), 5270.




How to Cite

Us, Y., Pimonenko, T., Lyulyov, O., Chen, Y., & Tambovceva, T. (2022). Promoting Green Brand of University in Social Media: Text Mining and Sentiment Analysis. Virtual Economics, 5(1), 24–42.




Most read articles by the same author(s)

1 2 > >>