Analysis of Tweet Form’s effect on users’ engagement on Twitter

Xu Han, Xingyu Gu and Shuai Peng

Cogent Business & Management, 2019, vol. 6, issue 1, 1564168

Abstract: This research focuses on the effects on users’ engagement of different tweet forms including text length, text sentiment and the usage of hashtag, mention, video or picture URL. In the first part, we analyze the tweets of five companies from the apparel industry and finds out that there is no universal form that can boost user’s engagement, but in company scale, the effects of different forms between companies are various due to company attributes. Hence, in our second research, we expand the dataset and analyze the formats of tweets from 70 brands focusing on the attribute of the industry section. The conclusion shows that industries such as luxury and hardware technology are more digital sensitive and benefit more using more hashtag and video or picture URL while industry such as software industry is more digital insensitive. The result could provide evidence and guidance for different categories of companies to design tweets with high customer engagements and serve as a reference for enterprises on other media platforms.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2018.1564168 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1564168

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2018.1564168

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().