Tweeting as a Marketing Tool: A Field Experiment in the TV Industry

Gong, Shiyang; Zhang, Juanjuan; Zhao, Ping; Jiang, Xuping

doi:10.1509/jmr.14.0348

Cited by 114 publications

(66 citation statements)

References 60 publications

(68 reference statements)

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“…In line with previous marketing research, we operationalize consumer message sharing as the number of retweets or shares on Facebook (Gong et al 2017). Specifically, we calculated the number of shares that an original brand tweet or Facebook post received.…”

Section: Methodsmentioning

confidence: 99%

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Ordenes

Grewal

Ludwig

et al. 2018

Journal of Consumer Research

220

109

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Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands' message intentions (i.e., assertive, expressive, or directive) and the effects on consumer sharing. A text mining study of more than two years of Facebook posts and Twitter tweets by well-known consumer brands empirically demonstrates the impacts of distinct message intentions on consumers' message sharing. Specifically, the use of rhetorical styles (alliteration and repetitions) and cross-message compositions enhance consumer message sharing. As a further extension, an image-based study demonstrates that the presence of visuals, or so-called image acts, increases the ability to account for message sharing. The findings explicate brand message sharing by consumers and thus offer guidance to content managers for developing more effective conversational strategies in social media marketing.

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Section: Methodsmentioning

confidence: 99%

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Ordenes

Grewal

Ludwig

et al. 2018

Journal of Consumer Research

220

109

View full text Add to dashboard Cite

show abstract

“…Previous studies have documented that marketers play a persuasive role in social media, and marketer-generated content can affect customers' purchase behaviour (Goh et al, 2013). A positive association between social media marketing and purchase intention/expenditure (e.g., Kim & Ko, 2012;Kumar et al, 2016;Gong et al, 2017) results from the increased marketing capabilities built upon social media resources (Wang & Kim, 2017). Apart from driving revenue generation, such networking strategy is also powerful in brand management (Gensler et al, 2013).…”

Section: Social Media Marketing and Online Managerial Responsesmentioning

confidence: 99%

Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

Sheng¹

2019

Journal of Interactive Marketing

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This research investigates the behavioural effects of firms' online activeness in influencing customer engagement in word-of-mouth communications. Using a large-scale field dataset of hotel reviews and managerial responses, this study empirically examines firm responsiveness in relationship to community members' participation in the online review posting. Novel findings are reported that response volume and speed are important for effecting firmcustomer interactions. This highlights a firm-leading influence on customers' word-of-mouth behaviour by identifying firm engagement as a motivational driver of customer engagement. It offers implications for researchers and practitioners with regard to social media marketing, in particular firm engaging in the online communication network by acting in an active and prompt manner.

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“…By contrast, our paper generates random variation in exposure within the social network. It is also related to Gong, Zhang, Zhao, and Jiang (2017), who experimentally vary tweets in China on Sina Weibo about TV programs and measure the impact on TV viewership. 9 See Kempe, Kleinberg, andTardos (2003, 2005); Banerjee, Chandrasekhar, Duflo, and Jackson (2013); Kim, Hwong, Staff, Hughes, O'Malley, Fowler, and Christakis (2015); Beaman, BenYishay, Magruder, and Mobarak (2016); Banerjee, Chandrasekhar, Duflo, and Jackson (2018a); Akbarpour, Malladi, and Saberi (2018).…”

Section: Introductionmentioning

confidence: 99%

When Celebrities Speak: A Nationwide Twitter Experiment Promoting Vaccination In Indonesia

Alatas¹,

Chandrasekhar²,

Möbius³

et al. 2019

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Celebrity endorsements are often sought to influence public opinion. We ask whether celebrity endorsement per se has an effect beyond the fact that their statements are seen by many, and whether on net their statements actually lead people to change their beliefs. To do so, we conducted a nationwide Twitter experiment in Indonesia with 46 high-profile celebrities and organizations, with a total of 7.8 million followers, who agreed to let us randomly tweet or retweet content promoting immunization from their accounts. Our design exploits the structure of what information is passed on along a retweet chain on Twitter to parse reach versus endorsement effects. Endorsements matter: tweets that users can identify as being originated by a celebrity are far more likely to be liked or retweeted by users than similar tweets seen by the same users but without the celebrities' imprimatur. By contrast, explicitly citing sources in the tweets actually reduces diffusion. By randomizing which celebrities tweeted when, we find suggestive evidence that overall exposure to the campaign may influence beliefs about vaccination and knowledge of immunization-seeking behavior by one's network. Taken together, the findings suggest an important role for celebrity endorsement.

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Tweeting as a Marketing Tool: A Field Experiment in the TV Industry

Cited by 114 publications

References 60 publications

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour

When Celebrities Speak: A Nationwide Twitter Experiment Promoting Vaccination In Indonesia

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