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

Sridevi P (Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India)
Saikiran Niduthavolu (Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India)
Lakshmi Narasimhan Vedanthachari (Management Leadership and Organisations, Middlesex University, London, UK)

Journal of Advances in Management Research

ISSN: 0972-7981

Article publication date: 31 August 2020

Issue publication date: 27 April 2021

316

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.

Keywords

Citation

P, S., Niduthavolu, S. and Vedanthachari, L.N. (2021), "Analysis of content strategies of selected brand tweets and its influence on information diffusion", Journal of Advances in Management Research, Vol. 18 No. 2, pp. 227-249. https://doi.org/10.1108/JAMR-06-2020-0107

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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