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1.1d What Makes Twitter Brand Posts Engaging
Abstract
Twitter is the second most used social media marketing site but overall spending has decreased recently as marketers struggle to know what is effective. While academic research does exist on effectiveness of social media brand content, there is less research on what kind of brand Twitter posts drive reach and awareness through engagement to increase viral reach which is a sign of social media effectiveness. A content analysis of 1,000 brand Twitter posts text found: (1) significant positive effects for contest/sweepstakes and emoji posts on retweets, (2) significant positive effects for contest/sweepstakes posts on replies, (3) significant positive effects for emoji posts on favorites, (4) significant negative effects for contest/sweepstakes posts on favorites, plus (5) significant negative effects for educational posts created on retweets, favorites and replies. Connections to diffusion theory and viral definitions are explored. Managerial and theoretical implications are also discussed.
First & Corresponding Author
Keith Quesenberry, Messiah College
Authors in the order to be printed.
Keith Quesenberry, Messiah College; Michael Coolsen, Shippensburg University