Patterns of human and bots behaviour on Twitter conversations about sustainability

Abstract

Abstract Sustainability is an issue of worldwide concern. Twitter is one of the most popular social networks, which makes it particularly interesting for exploring opinions and characteristics related to issues of social preoccupation. This paper aims to gain a better understanding of the activity related to sustainability that takes place on twitter. In addition to building a mathematical model to identify account typologies (bot and human users), different behavioural patterns were detected using clustering analysis mainly in the mechanisms of posting tweets and retweets). The model took as explanatory variables, certain characteristics of the user’s profile and her/his activity. A lexicon-based sentiment analysis in the period from 2006 to 2022 was also carried out in conjunction with a keyword study based on centrality metrics. We found that, in both bot and human users, messages showed mostly a positive sentiment. Bots had a higher percentage of neutral messages than human users. With respect to the used keywords certain commonalities but also slight differences between humans and bots were identified.