Composing tweets to increase retweets

Nima Y. Jalali and Purushottam Papatla

International Journal of Research in Marketing, 2019, vol. 36, issue 4, 647-668

Abstract: Brands tweet not only to communicate with followers but also to reach large audiences rapidly when the tweets are retweeted by the followers. People however will retweet only if they recognize within a few seconds that the tweet is on an interesting topic. Brands therefore need insights into how to compose tweets to facilitate topic recognition even when they are just scanned. This is the issue that we address in this research. Specifically, drawing on findings in psycholinguistics, we empirically investigate if tweets composed such that they include more topic-related words that are located closer to the start get more retweets. Results from an investigation of sales-promotional tweets by sixty brands in four categories indicate that tweets that are composed as above do get more retweets. We repeat the investigation using tweets on several other topics from a natural experiment that generated pairs of tweets where each pair is on the same topic but each tweet in the pair is composed differently. This investigation reconfirms the findings from the analysis of retweets of sales-promotional tweets. We conclude by presenting an approach for how social media managers can compose tweets based on our findings.

Keywords: Retweets; Sales promotions; Reading theory; Psycholinguistics; Poisson mixtures; Hierarchical Bayes (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:4:p:647-668

DOI: 10.1016/j.ijresmar.2019.05.001

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