An investigation of how the Australian brewing industry influence consumers on Twitter

Abstract

In this paper we develop and test hypotheses around organisations' behaviour on social media and its effect on consumers' responses. We draw on the notion of the market maven to underpin the research and suggest that organisations on social media need to focus on acting in a maven-like manner in order to influence audiences in Twitter. We collected data from the Twitter accounts of the entire brewing industry in Australia, analysing organisational postings and their impact on influence (follower numbers, retweets) of their respective Twitter accounts. In particular, we look at message formulation and language, native platform behaviour, reciprocity and persistency variables. Findings suggest that establishing a larger follower base requires an interactive, one-to-one and reciprocal approach. In order to influence audiences to retweet organisations need to speak the 'native platform language' and employ a soft-sell strategy. Maven-like behaviour tends to reside in the small independent craft breweries. We offer the conclusion that these craft breweries have realised that, on social media, a different approach to marketing is required: the organisations must act in a mavenlike manner.

How to Improve Customer Engagement in Social Networks: A Study of Spanish Brands in the Automotive Industry

“…However, the results obtained here also seem to contradict what other authors have found, especially with regard to publication components and publication time slots [32,63]. Aleti et al [32] show that a correct exploitation of publication components, such as hashtags and mentions, significantly improves customer engagement.…”

“…However, the results obtained here also seem to contradict what other authors have found, especially with regard to publication components and publication time slots [32,63]. Aleti et al [32] show that a correct exploitation of publication components, such as hashtags and mentions, significantly improves customer engagement. Sabate et al [63], on the other hand, regarding publication time slots, conclude that messages published during business hours are more likely to receive comments and therefore that publication time influences the amount of interactions.…”

“…The study conducted by Aleti et al [32] examines how the activity of a sample of beer industry companies on Twitter influences both retweeted content and the number of followers. The findings of this study indicate that even when the number of publications does not seem to have any effect on the user, the use of hashtags and mentions is significantly correlated with customer engagement.…”

“…The variables of categories (a), (b), and (c) were created from the postulates of studies such as those of Pletikosa Cvijikj and Michahelles [30], Aleti et al [32], and Hanifawati et al [48]. These variables require only basic screening tasks.…”

Do policymakers use social media for policy design? A Twitter analytics approach

“…The paper uses SMA to obtain a generic and bigger picture of citizens' opinions to analyze scheme-related posts. The posts were collected from Twitter, a microblogging SM platform that contains various metadata information that can be collected cost-effectively (Aleti et al, 2016;Rathore et al, 2017;Aswani et al, 2018a;Grover et al, 2018).…”