Retweet or like? That is the question

an article by Eva Lahuerta-Otero, Rebeca Cordero-Gutiérrez and Fernando De la Prieta-Pintado (University of Salamanca, Spain) published in Online Information Review Volume 42 Issue 5 (2018)

Abstract

Purpose
Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this paper is to identify which elements of the messages enable tweet diffusion and facilitate eWOM.

Design/methodology/approach
In total, 30,082 tweets collected from 10,120 Twitter users were classified based on four assorted brands. By comparing with multiple regression techniques high vs low purchase involvement and hedonic vs utilitarian products and using the theory of heuristic-systematic processing of information, the authors examine the causes of tweet diffusion.

Findings
The authors illustrate how the elements of a tweet (hashtags, mentions, links, sentiment or tweet length) influence its diffusion and popularity.

Research limitations/implications
This study validated the use of information processing theories in the social media field. The study showed a picture on how different Twitter elements influence eWOM and message diffusion under several purchase involvement situations.

Practical implications
The results of this study can help social media brand community managers of all types of companies on how to write their Twitter messages to obtain greater dissemination and popularity.

Originality/value
The study offers a unique deep brand analysis which helps brands and companies to understand their social media popularity in detail. Depending on product category, companies can achieve maximum social impact on Twitter by focusing on the interactivity items that will work best for their products or brands.

---