Abstract
ABSTRACT Twitter is one of the most important social networks and is a micro-blogging site where users send short messages, often called, “tweets.” In this paper, we explore the determination of variables that affect the engagement rate of a tweet. We utilize data during the first 11 months of 2016 from TurkishWIN’s Twitter Handle, and use Excel and SPSS to analyze several variables with respect to their impact on engagement rate. These variables includes the day of the week, the time of day, the length of the tweet, the number of mentions, the number of hashtags, and the language of the tweet among other variables. Using stepwise regression analysis, we find that several variables have a highly significant relationship to the engagement rate of a tweet. We discuss each significant variable in terms of the exact relationship it has with tweet engagement, and the implications of these relationships. Lastly, we note the limitations of our study and suggested directions for future research.
Highlights
The way brands interact and engage with their audience has changed significantly with the use of social media
There are several metrics collected by Twitter which show different types of attributes that users can interact with, and engage with, a tweet
This paper aims to determine the most important variables that affect the engagement rate of a tweet
Summary
The way brands interact and engage with their audience has changed significantly with the use of social media. Vol., Issue 2, February-2017 value-proposition of social networks is creating an interaction among users, the engagement rate on Twitter is a metric that illustrates how well the content resonates with the people who see it (i.e., the targeted audience). Since Twitter-exports include only the basic metrics - impressions, clicks, engagements etc., along with the tweet text, we need to create some of the variables listed above, that are not present directly. The number of hashtags, the number of mentions, and the number of links that each tweet has, as well as the length of the tweet text, are analyzed from the tweet-text via Excel, by using the IF, COUNTIF, SUBSTITUTE, and LEN formulas All of these variables are ratio-scale (i.e., interval scale, along with having a true zero point.).
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