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

机译：选定品牌推文的内容策略分析及其对信息扩散的影响

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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.
机译：目的 - 本文的目的是设计组织消息内容策略，并分析微博网站，推特上的信息扩散。设计/方法/方法 - 使用来自29个品牌和9392推文的数据，Twitter上的消息策略分为四种策略。使用内容分析所有推文都分为信息战略，转型战略，互动策略和促销策略。此外，还探讨了发达消息策略的信息扩散。此外，消息策略分析了消息内容特征，例如文本可读性功能，语言特征，特定功能，信息扩散上的生动功能。此外，还执行了消息策略与消息功能之间的交互.Findings - 发现显示信息策略是Twitter上的主导消息策略。文本可读性的影响特征语言特征，特定于特定的特征，影响信息扩散的鲜明特征在四个消息策略中变化。研究人员和从业者的发展，为发展成功的社交媒体营销策略。

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