‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter

Soboleva, Alena; Burton, Suzan; Mallik, Girijasankar; Khan, Aila M

doi:10.1080/0267257x.2017.1369142

Cited by 38 publications

(45 citation statements)

References 70 publications

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“…The key is to make timely interventions to intensify members' engagement for longer periods. In addition, by utilising Forum Activity Index and Forum Sub-Activity Index, the moderator can identify active or fading forums and sub-forums, and can invest his/her attention either to re-ignite the community interest in those forums by starting another more relevant thread of discussion, or divert the energies of the engaged members into a related topic (Soboleva et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

Hafeez

Alghatas²,

Foroudi

et al. 2019

ITP

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Purpose The purpose of this paper is to examine how entrepreneurs engage in a virtual community of practice (VCoP) to share knowledge. Intensity of engagement is taken as a proxy to measure the strength of knowledge sharing. Design/methodology/approach The archival data spanning over a three-year period from “Start-up-Nation©” (a VCoP purposefully setup for entrepreneurs) are used for analysis. A set of indices are introduced to measure participants’ intensity of engagement in terms of message length, message frequency and reciprocity in the knowledge sharing process. Content analysis is employed to test a sample of “highly engaged”, “moderately engaged”, “low engaged” and “not engaged” discussion topics as part of the online discourse. Findings The authors find that entrepreneurs normally use short (fewer than 100 words) or medium (fewer than 250 words) message size to contribute to the discussions. In addition, the authors find that senior members and discussion moderators play important roles in igniting the “reciprocity” behaviour in stimulating the interest of the community with the topic discussion. The authors also find that highly engaged topics usually lead to further discussion threads. Originality/value This is the first study of its kind to explore how entrepreneurs engage in a VCoP to share their knowledge and experiences. The set of measurement indices tested here provide a tool for the owner, designer and moderator of the VCoP to measure the utility of their website in terms of its members’ participation. In addition, the set of textual and subjective interventions identified here enables the moderator (administrator) of a VCoP to design effective interventions to facilitate online discourse and augments the knowledge sharing process amongst its community members.

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Section: Discussionmentioning

confidence: 99%

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

Hafeez

Alghatas²,

Foroudi

et al. 2019

ITP

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“…Although the prevalence of enduser Twitter engagement per day was relatively low, the engagement rate (median 2.4%) was quite high when evaluated by social media standards. 6 In marketing, Twitter engagement measures consumer interaction with a particular message and is commonly associated with brand Hashtag clicks awareness and market penetration. The Twitter engagement rate considers the total number of followers and how much tweet interaction occurs (ie, retweets, likes).…”

Section: Discussionmentioning

confidence: 99%

Examining the Use of a Social Media Campaign to Increase Engagement for the American Heart Association 2017 Resuscitation Science Symposium

Leary

McGovern

Dainty

et al. 2018

JAHA

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BackgroundThe Resuscitation Science Symposium (ReSS) is the dedicated international forum for resuscitation science at the American Heart Association's Scientific Sessions. In an attempt to increase curated content and social media presence during ReSS 2017, the Journal of the American Heart Association (JAHA) coordinated an inaugural social media campaign.Methods and ResultsBefore ReSS, 8 resuscitation science professionals were recruited from a convenience sample of attendees at ReSS 2017. Each blogger was assigned to either a morning or an afternoon session, responsible for “live tweeting” with the associated hashtags #ReSS17 and #AHA17. Twitter analytics from the 8 bloggers were collected from November 10 to 13, 2017. The primary outcome was Twitter impressions. Secondary outcomes included Twitter engagement and Twitter engagement rate. In total, 8 bloggers (63% male) generated 591 tweets that garnered 261 050 impressions, 8013 engagements, 928 retweets, 1653 likes, 292 hashtag clicks, and a median engagement rate of 2.4%. Total engagement, likes, and hashtag clicks were highest on day 2; total impressions were highest on day 3, and retweets were highest on day 4. Total impressions were highly correlated with the total number of tweets (r=0.87; P=0.005) and baseline number of Twitter followers for each blogger (r=0.78; P=0.02).ConclusionIn this inaugural social media campaign for the 2017 American Heart Association ReSS, the degree of online engagement with this content by end users was quite good when evaluated by social media standards. Benchmarks for end‐user interactions in the scientific community are undefined and will require further study.

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“…Can et al found that the ratio between followers and friends was highly correlated with retweet count [ 25 ]. Soboleva et al noted that hashtags and retweet requests were associated with higher retweet rates, whereas URL links and mentions were associated with lower rates of retweeting [ 26 ].…”

Section: Discussionmentioning

confidence: 99%

“…In this study, we focused on the effect of attaching images or videos to tweets on their retweet frequency, in particular, tweets tweeted by @CDC_AMD. According to Soboleva and colleagues [ 26 ], images can increase the effect of advertisements partly because they can convey meanings not expressed via words. In their literature review, Soboleva et al [ 26 ] also highlighted that images can influence consumer persuasion, have the potential to effect attitude change, and increase recall of advertisements’ verbal information.…”

Section: Discussionmentioning

confidence: 99%

Contents, Followers, and Retweets of the Centers for Disease Control and Prevention’s Office of Advanced Molecular Detection (@CDC_AMD) Twitter Profile: Cross-Sectional Study

Fung¹,

J²,

La³

et al. 2018

JMIR Public Health Surveill

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BackgroundThe Office of Advanced Molecular Detection (OAMD), Centers for Disease Control and Prevention (CDC), manages a Twitter profile (@CDC_AMD). To our knowledge, no prior study has analyzed a CDC Twitter handle’s entire contents and all followers.ObjectiveThis study aimed to describe the contents and followers of the Twitter profile @CDC_AMD and to assess if attaching photos or videos to tweets posted by @CDC_AMD would increase retweet frequency.MethodsData of @CDC_AMD were retrieved on November 21, 2016. All followers (N=809) were manually categorized. All tweets (N=768) were manually coded for contents and whether photos or videos were attached. Retweet count for each tweet was recorded. Negative binomial regression models were applied to both the original and the retweet corpora.ResultsAmong the 809 followers, 26.0% (210/809) were individual health professionals, 11.6% (94/809) nongovernmental organizations, 3.3% (27/809) government agencies’ accounts, 3.3% (27/809) accounts of media organizations and journalists, and 0.9% (7/809) academic journals, with 54.9% (444/809) categorized as miscellaneous. A total of 46.9% (360/768) of @CDC_AMD’s tweets referred to the Office’s website and their current research; 17.6% (135/768) referred to their scientists’ publications. Moreover, 80% (69/86) of tweets retweeted by @CDC_AMD fell into the miscellaneous category. In addition, 43.4% (333/768) of the tweets contained photos or videos, whereas the remaining 56.6% (435/768) did not. Attaching photos or videos to original @CDC_AMD tweets increases the number of retweets by 37% (probability ratio=1.37, 95% CI 1.13-1.67, P=.002). Content topics did not explain or modify this association.ConclusionsThis study confirms CDC health communicators’ experience that original tweets created by @CDC_AMD Twitter profile sharing images or videos (or their links) received more retweets. The current policy of attaching images to tweets should be encouraged.

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‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter

Cited by 38 publications

References 70 publications

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

Examining the Use of a Social Media Campaign to Increase Engagement for the American Heart Association 2017 Resuscitation Science Symposium

Contents, Followers, and Retweets of the Centers for Disease Control and Prevention’s Office of Advanced Molecular Detection (@CDC_AMD) Twitter Profile: Cross-Sectional Study

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