PurposeThe purpose of this paper is to design organization message content strategies and analyse their information diffusion on the microblogging website, Twitter.Design/methodology/approachUsing 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.FindingsFinding 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/valueThis 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.

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