IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v6y2019i1p1564168.html
   My bibliography  Save this article

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

Author

Listed:
  • Xu Han
  • Xingyu Gu
  • Shuai Peng

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.

Suggested Citation

  • Xu Han & Xingyu Gu & Shuai Peng, 2019. "Analysis of Tweet Form’s effect on users’ engagement on Twitter," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1564168-156, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1564168
    DOI: 10.1080/23311975.2018.1564168
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2018.1564168
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2018.1564168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1564168. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.