New Paths in the Study of Happiness: An Experimental Analysis of Mexican Twitter Users

It is increasingly common to find alternative ways to measure a country's development and wellbeing. One of these tools which has garnered increasing interest in specialized analysis and decision-making groups is measuring a population's happiness. Meanwhile, the significant increase in digital tools for various uses, such as social networks, information gathering, social communication, opinion exchanges about public affairs and generation of public opinion, mean that these tools are very useful to understand multiple social phenomena. In this context, experimental analysis has been carried out in Mexico to try and understand the population's emotional state using social networks as a source, and specifically, Twitter, using Twitter metadata. This article aims to provide a theoretical approximation of happiness studies to subsequently use in the specific case of measuring happiness in Twitter users in Mexico. The conclusions aim to highlight the viability and promising future of experimental measurements, in this case metadata, to analyses various aspects of social phenomena.