An IBM Watson Analysis of Twitter Followers and Influencers

Vishal Uppala, Prashant Palvia and Kalyani Ankem
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Vishal Uppala: North Dakota State University, USA
Prashant Palvia: University of North Carolina at Greensboro, USA
Kalyani Ankem: Northern Kentucky University, USA

International Journal of Technology and Human Interaction (IJTHI), 2025, vol. 21, issue 1, 1-17

Abstract: In this paper, the authors examined the structure and relationship between followers and leaders in Twitter followership to find similarities in personality. Specifically, they focused on the relationships between Twitter (now X) influencers and their followers through an extensive analysis of millions of tweets using IBM Watson Personality Insights. The results are founded on the relationships between two major social media influencers and their respective followers. The present research informs marketing practitioners on using IBM Watson to find congruence between social media influencers and followers for the most effective and compelling marketing strategies to sell products.

Date: 2025
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