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

Article


Periaswamy, S., Niduthavolu, S. and Vedanthachari, L. 2021. Analysis of content strategies of selected brand tweets and its influence on information diffusion. Journal of Advances in Management Research. 18 (2), pp. 227-249. https://doi.org/10.1108/JAMR-06-2020-0107
TypeArticle
TitleAnalysis of content strategies of selected brand tweets and its influence on information diffusion
AuthorsPeriaswamy, S., Niduthavolu, S. and Vedanthachari, L.
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.

PublisherEmerald
JournalJournal of Advances in Management Research
ISSN0972-7981
Publication dates
Online31 Aug 2020
Print27 Apr 2021
Publication process dates
Deposited08 Jan 2021
Accepted17 Aug 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

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.

Digital Object Identifier (DOI)https://doi.org/10.1108/JAMR-06-2020-0107
LanguageEnglish
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