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How does duplicate tweeting boost social media exposure to scholarly articles?

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  • Cao, Renmeng
  • Geng, Yu
  • Xu, Xiaoke
  • Wang, Xianwen

Abstract

Duplicate tweeting is a kind of behavior that a user posts the same or substantially similar original tweets to one or several topics multiple times in a row, which is commonly used to boost social media exposure to online information. However, how this behavior boosts social media exposure to online information, especially to scientific publications, is still unclear. In this study, we use the number of retweets an article received as a proxy for social media exposure to the article. Based on the duplicate tweeting records of 12,263 users on Twitter from 2011 to 2017, we find that social media exposure to scholarly articles has a significant marginal effect as the number of duplicate tweeting (k) increases. It ramps up a peak value when k is between 2 and 4 and goes down when k takes a greater value. We also find that a longer posting interval can sharply reduce social media exposure to scholarly articles, and posting non-duplicate content can significantly improve the exposure. Our findings not only help scientists and journal publishers effectively improve the social impact of their research outputs but also advance the understanding of the diffusion processes of scholarly articles.

Suggested Citation

  • Cao, Renmeng & Geng, Yu & Xu, Xiaoke & Wang, Xianwen, 2022. "How does duplicate tweeting boost social media exposure to scholarly articles?," Journal of Informetrics, Elsevier, vol. 16(1).
    • Handle: RePEc:eee:infome:v:16:y:2022:i:1:s1751157722000013
    DOI: 10.1016/j.joi.2022.101249
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