Hernandez-Bocanegra, Diana C.; Borchert, Angela; Brünker, Felix; Shahi, Gautam Kishore; Ross, Björn:
Towards a Better Understanding of Online Influence : Differences in Twitter Communication Between Companies and Influencers
In: Proceedings of the 31st Australasian Conference on Information Systems (ACIS 2020) - Australasian Conferences on Information Systems (ACIS 2020): 1 Dec 2020 - 4 Dec 2020; Wellington, New Zealand - Atlanta: Association for Information Systems (AIS), 2020 - (ACIS 2020 Proceedings ; 18)
2020book article/chapter in ProceedingsOA Bronze
Communication StudiesFaculty of Engineering » Computer Science and Applied Cognitive Science
Title in English:
Towards a Better Understanding of Online Influence : Differences in Twitter Communication Between Companies and Influencers
Author:
Hernandez-Bocanegra, Diana C.UDE
GND
1256307963
LSF ID
60092
ORCID
0000-0002-1773-2633ORCID iD
Other
connected with university
;
Borchert, AngelaUDE
LSF ID
60048
ORCID
0000-0002-9319-5024ORCID iD
Other
connected with university
;
Brünker, FelixUDE
LSF ID
60162
ORCID
0000-0003-1825-1986ORCID iD
Other
connected with university
;
Shahi, Gautam Kishore
;
Ross, BjörnUDE
GND
1209977001
LSF ID
58341
ORCID
0000-0003-2717-3705ORCID iD
Other
connected with university
Open Access?:
OA Bronze
Scopus ID
Language of text:
English
Keyword, Topic:
Online Influence ; Social Impact Theory ; Social Media ; Twitter ; Online influence

Abstract in English:

In the last decade, Social Media platforms such as Twitter have gained importance in the various marketing strategies of companies. This work aims to examine the presence of influential content on a textual level, by investigating characteristics of tweets in the context of social impact theory, and its dimension immediacy. To this end, we analysed influential Twitter communication data during Black Friday 2018 with methods from social media analytics such as sentiment analysis and degree centrality. Results show significant differences in communication style between companies and influencers. Companies published longer textual content and created more tweets with a positive sentiment and more first-person pronouns than influencers. These findings shall serve as a basis for a future experimental study to examine the impact of text presence on consumer cognition and the willingness to purchase.