Business engagement on Twitter: a path analysis |
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Authors: | Mimi Zhang Bernard J Jansen Abdur Chowdhury |
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Affiliation: | (1) College of Information Sciences and Technology, The Pennsylvania State University, University Park, PA 16802, USA;(2) Twitter, 795 Folsom Street, Suite 600, San Francisco, CA 94103, USA |
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Abstract: | Social media services, such as Twitter, enable commercial businesses to participate actively in online word-of-mouth communication.
In this project, we examined the potential influences of business engagement in online word-of-mouth communication on the
level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in
the Twitter community. We used path analysis to examine 164,478 tweets from 96,725 individual Twitter users with regards to
nine brands during a 5-week study period. We operationalized business engagement as the amount of online word-of-mouth messages
from brand and the number of consumers the brand follows. We operationalized consumers’ engagement as the number of online
word-of-mouth messages from consumers both connecting to the brand and having no connection with the brand as well as the
number of consumers following the brand. We concluded that the business engagement on Twitter relates directly to consumers’
engagement with online word-of-mouth communication. In addition, retweeting, as an explicit way to show consumers’ response
to business engagement, indicates that the influence only reaches consumers with a second-degree relationship to the brand
and that the life cycle of a tweet is generally 1.5 to 4 hours at most. Our research has critical implications in terms of
advancing the understanding of the business’s role in the online word-of-mouth communication and bringing insight to the analytics
of social networks and online word-of-mouth message diffusion patterns. |
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