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

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 univer...

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Autores principales:	Xu Han, Xingyu Gu, Shuai Peng
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	social media marketing twitter tweet form user engagement Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c7540eea614d412db97854db361ba7bd
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id	oai:doaj.org-article:c7540eea614d412db97854db361ba7bd
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spelling	oai:doaj.org-article:c7540eea614d412db97854db361ba7bd2021-12-02T16:42:10ZAnalysis of Tweet Form’s effect on users’ engagement on Twitter2331-197510.1080/23311975.2018.1564168https://doaj.org/article/c7540eea614d412db97854db361ba7bd2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2018.1564168https://doaj.org/toc/2331-1975This 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.Xu HanXingyu GuShuai PengTaylor & Francis Grouparticlesocial media marketingtwittertweet formuser engagementBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media marketing twitter tweet form user engagement Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social media marketing twitter tweet form user engagement Business HF5001-6182 Management. Industrial management HD28-70 Xu Han Xingyu Gu Shuai Peng Analysis of Tweet Form’s effect on users’ engagement on Twitter
description	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.
format	article
author	Xu Han Xingyu Gu Shuai Peng
author_facet	Xu Han Xingyu Gu Shuai Peng
author_sort	Xu Han
title	Analysis of Tweet Form’s effect on users’ engagement on Twitter
title_short	Analysis of Tweet Form’s effect on users’ engagement on Twitter
title_full	Analysis of Tweet Form’s effect on users’ engagement on Twitter
title_fullStr	Analysis of Tweet Form’s effect on users’ engagement on Twitter
title_full_unstemmed	Analysis of Tweet Form’s effect on users’ engagement on Twitter
title_sort	analysis of tweet form’s effect on users’ engagement on twitter
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/c7540eea614d412db97854db361ba7bd
work_keys_str_mv	AT xuhan analysisoftweetformseffectonusersengagementontwitter AT xingyugu analysisoftweetformseffectonusersengagementontwitter AT shuaipeng analysisoftweetformseffectonusersengagementontwitter
_version_	1718383538615615488

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

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