Analysis of content strategies of selected brand tweets and its influence on information diffusion

Periaswamy, Sridevi, Niduthavolu, Saikiran and Vedanthachari, Lakshmi Narasimhan ORCID: https://orcid.org/0000-0001-8290-9936 (2020) Analysis of content strategies of selected brand tweets and its influence on information diffusion. Journal of Advances in Management Research . ISSN 0972-7981 [Article] (Published online first) (doi:10.1108/JAMR-06-2020-0107)

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Abstract

Purpose
The purpose of this paper is to design organization message content strategies and analyse their information diffusion on the microblogging website, Twitter.

Design/methodology/approach
Using data from 29 brands and 9392 tweets, message strategies on twitter are classified into four strategies. Using content analysis all the tweets are classified into informational strategy, transformational strategy, interactional strategy and promotional strategy. Additionally, the information diffusion for the developed message strategies was explored. Furthermore, message content features such as text readability features, language features, Twitter-specific features, vividness features on information diffusion are analysed across message strategies. Additionally, the interaction between message strategies and message features was carried out.

Findings
Finding reveals that informational strategies were the dominant message strategy on Twitter. The influence of text readability features language features, Twitter-specific features, vividness features that influenced information diffusion varied across four message strategies.

Originality/value
This study offers a completely novel way for effectively analysing information diffusion for branded tweets on Twitter and can show a path to both researchers and practitioners for the development of successful social media marketing strategies.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
Item ID: 31795
Notes on copyright: Copyright © 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Useful Links:
Depositing User: Lakshmi Narasimhan Vedanthachari
Date Deposited: 08 Jan 2021 13:49
Last Modified: 10 Jun 2021 02:41
URI: https://eprints.mdx.ac.uk/id/eprint/31795

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