Twitter Engagement Research Articles

Understanding Engagement and Willingness to Speak Up in Social-Television: A Full-Season, Cross-Genre Analysis of TV Audience Participation on Twitter

The practice of watching TV while using a secondary device is becoming a widespread social phenomenon. At the same time, a growing amount of studies, focus on users’ communicative behaviors while consuming specific TV programs or genres. Despite a diffuse scholarly interest on this issue, few studies compare different forms of online audience participation generated around different TV genres. This paper presents a full-season comparative study of live tweeting practices generated around a political talk show and a talent show. We focused on the following research questions: RQ1. What triggers active audience engagement in the two formats? RQ2. Do people tend to delegate or cover up the expression of opinion when the show deals with politics rather than entertainment? To answer these questions, from August 30 2012 to June 30 2013, we collected all tweets containing either the official hashtag of the political talk show Servizio Pubblico or the sixth Italian edition of X-Factor for a total amount of about 1 million tweets. For each episode (37), we identified peaks of Twitter engagement and observed the corresponding TV scene. We found that surprise and suspense play a different role in enacting online audience engagement. Further content analysis on a sample of eight peaks (13,189 coded tweets) confirmed the substantial difference in the way opinions are expressed when commenting on politics and entertainment.

Data Mining of Automatically Promotion Tweet for Products and Services Using Naïve Bayes Algorithm to Increase Twitter Engagement Followers atPT. Bobobobo

Abstract The number of user social media Twitter in Indonesia giving benefits for companies to promote products and services via Twitter. In Twitter, to maximize the promotion it's needed more followers. Through this research data mining used to discovered follower's trend information of products or services to increase the engagement followers through automatically tweet promotion. Algorithm Naive Bayes used to classified tweet followers based on products or services, then analyzed to get trend words and afterwards adapted to promotion tweet. The results of this research, Naive Bayes Classification accuracy reached 90.31% used data testing from tweet product and 80.91% from data testing tweet services, and increased engagement followers reached 69%.

Engagement with health agencies on twitter.

ObjectiveTo investigate factors associated with engagement of U.S. Federal Health Agencies via Twitter. Our specific goals are to study factors related to a) numbers of retweets, b) time between the agency tweet and first retweet and c) time between the agency tweet and last retweet.MethodsWe collect 164,104 tweets from 25 Federal Health Agencies and their 130 accounts. We use negative binomial hurdle regression models and Cox proportional hazards models to explore the influence of 26 factors on agency engagement. Account features include network centrality, tweet count, numbers of friends, followers, and favorites. Tweet features include age, the use of hashtags, user-mentions, URLs, sentiment measured using Sentistrength, and tweet content represented by fifteen semantic groups.ResultsA third of the tweets (53,556) had zero retweets. Less than 1% (613) had more than 100 retweets (mean = 284). The hurdle analysis shows that hashtags, URLs and user-mentions are positively associated with retweets; sentiment has no association with retweets; and tweet count has a negative association with retweets. Almost all semantic groups, except for geographic areas, occupations and organizations, are positively associated with retweeting. The survival analyses indicate that engagement is positively associated with tweet age and the follower count.ConclusionsSome of the factors associated with higher levels of Twitter engagement cannot be changed by the agencies, but others can be modified (e.g., use of hashtags, URLs). Our findings provide the background for future controlled experiments to increase public health engagement via Twitter.

The Impact of Twitter on Lawmakerss Political Orientation

Organizations have used social media extensively to engage customers, but little is known if such engagement truly influences organizations’ decisions to make them closer to their customers. This paper studies this question in a unique context – the impact of U.S. Representatives’ Twitter engagement on their voting behavior in The Congress. In particular, we consider whether the adoption and frequent use of Twitter make Representatives to vote more in line with the political orientation of their constituents. We constructed a panel data for 445 Members of the 111th U.S. House of Representatives across a period of 24 months. We exploit the variation in joining Twitter across Representatives to identify the impact of joining Twitter on voting behavior. Using fixed effects and difference-in-difference approaches, we found that the adoption of Twitter by Representatives makes them to vote more in line with their constituents. We also found evidence that Representatives who generate more contents on Twitter tend to vote closer to the political orientation of their constituents.

The case of the green vampire: eco-celebrity, Twitter and youth engagement

This paper considers the intersection of the material practices of fame and environmental narrative in relation to the US actor Ian Somerhalder. Somerhalder is presently starring in the internationally distributed young adult (YA) CW network television show The Vampire Diaries, and is also a prominent ‘eco-celebrity’. It examines Somerhalder’s active mobilisation of his Vampire Diaries celebrity in relation to environmentalism, and the answering enthusiastic participation of at least a proportion of his fan base. Somerhalder’s youth engagement, in particular via Twitter, is explored. The paper considers the balance of marketing-led versus values-led communication strategies therein (which can be understood to promote smaller behaviour changes versus broader vision changes respectively) (Bortree 2012), and the potential influence of Somerhalder on mobilising participatory environmental action, politics and consciousness amongst his youthful fan demographic. The paper takes a critically optimist view of Somerhalder’s co-created ‘green vampire’ celebrity–fan articulations, and their collaborative potential to perform material ethics, that is, to effect change with and amongst his young fans.

Weight loss social support in 140 characters or less: use of an online social network in a remotely delivered weight loss intervention

Little is known about how online social networking can help enhance weight loss. To examine the types of online social support utilized in a behavioral weight loss intervention and relationship of posting and weight loss. A sub-analysis of the content and number of posts to Twitter among participants (n = 47) randomized to a mobile, social network arm as part of a 6-month trial among overweight adults, examining weight loss, use of Twitter, and type of social support (informational, tangible assistance, esteem, network, and emotional support). A number of Twitter posts were related to % weight loss at 6months (p < 0.001). Initial reported weight loss predicted engagement with Twitter (p < 0.01) but prior Twitter use or initial Twitter engagement did not. Most Twitter posts (total posts n = 2,630) were Informational support (n = 1,981; 75%), with the predominant subtype of Teaching (n = 1,632; 62%), mainly in the form of a status update (n = 1,319). Engagement with Twitter was related to weight loss and participants mainly used Twitter to provide Information support to one another through status updates.

Guerrilla Government: Political Changes in the Southern Sudan During the 1990s, Oystein H. Rolandsen. Nordiska Afrikainstitutet (2005), 201 pp.

This paper studies how politicians and their constituents respond to political violence by investigating the Colombian civil conflict. I use data on rebel attacks, legislators’ tweets, and roll-call votes, and I employ event-study and difference-in-differences empirical methods. After rebel attacks, Twitter engagement (as a proxy for popular support) increased both for incumbent-party legislators’ tweets and for legislators’ tweets using hard-line language. Legislators increased their support for the incumbent party after attacks but only when the government had a hard-line policy position as inferred both from the recent historical context and from text analysis of the president’s tweets. Though the effects were initially large, they lasted less than two weeks. The empirical results are consistent with a political economy model of legislative behaviour in which violent events, that produce rally-‘round-the-flag effects and shift voters’ views, elicit different responses from politicians depending on the policy position of the incumbent party. Finally, I identify a set of potentially affected congressional votes, revealing that these conflict-induced swings in incumbent support can have persistent policy consequences.