A content analysis: analyzing topics of conversation under the #sustainability hashtag on Twitter

Abstract This study aimed to identify and understand the major topics of discussion under the #sustainability hashtag on Twitter (now known as “X”) and understand user engagement. The sharp increase in social media usage combined with a rise in climate anomalies in recent years makes the area of sustainability with respect to social media a critical topic. Python was used to gather Twitter posts between January 1, 2023, and March 1, 2023. User engagement metrics were analyzed using a variety of statistical analysis methods, including keyword-frequency analysis and Latent Dirichlet Allocation (LDA), which were used to identify significant topics of discussion under the #sustainability hashtag. Additionally, histograms and scatter plots were used to visualize user engagement. LDA analysis was conducted with 7 topics after trials were run with various topics and results were analyzed to determine which number of topics best fit the dataset. The frequency analysis provided a basic overview of the discourse surrounding #sustainability with the topics of technology, business and industry, environmental awareness, and discussion of the future. The LDA model provided a more comprehensiv