Title: An analysis of the brand content characteristics across high and low involvement product categories and their influence on information diffusion on Twitter

Authors: P. Sridevi; N. Saikiran Kumar; Lakshmi Narasimhan Vedanthachari

Addresses: Department of Management Studies, National Institute of Technology, Tiruchirappalli, 620015, India ' Department of Management Studies, National Institute of Technology, Tiruchirappalli, 620015, India ' Department of Management Learning and Organisations, Middlesex University Business School, Hendon, London NW4 4BT, UK

Abstract: The purpose of this paper is to explore the content characteristics of tweets and analyse their retweeting on the microblogging website Twitter. Using data of 30,648 tweets, message content such as message themes, message factors such as text readability factors, POS factors, interactivity, media content factors, emotional factors, temporal factors on retweeting are analysed across high and low involvement product involvement categories. Additionally, the joint effect between various message themes and message features was carried out. Findings reveal that the influence of message themes, text readability factors, POS factors, interactivity, media content factors, emotional factors, and temporal factors that influenced retweeting varied across high and low involvement product categories. In addition, there is a strong joint effect observed across message themes, media content factors, and interactivity. This study offers a completely novel framework for effectively examining retweeting for both high and low involvement product categories on Twitter. The framework can be equally applied by practising digital managers as well as academicians to design message content across social media platforms.

Keywords: Twitter; information diffusion; high involvement product category; low involvement product category; social media; social media marketing.

DOI: 10.1504/IJBIR.2024.136440

International Journal of Business Innovation and Research, 2024 Vol.33 No.2, pp.168 - 191

Received: 08 Aug 2020
Accepted: 21 May 2021
Published online: 01 Feb 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article