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Abstract

This paper investigates spreading behavior of branded content, within an online brand community. A total of 41.392 pieces of content were gathered to analyze the activity of 45 Twitter brands, in the Spanish food industry, during one-year period. The study uses an Exploratory Factor Analysis (EFA) to reveal the structure of that spreading behavior, addressing two key constructs: propagation and sharing. In addition, multiple regression analysis is conducted to identity the influence of the independent variables controlled by the company, which predict that spreading action on the proposed structural model. Findings indicate the significant effect of variables such as: mentions made by the brand, posting time or volume of tweets, in predicting audience spreading behavior. Controversially, results suggest that brand use of the retweet function generates a negative influence on audience response. The research also innovates exploring the impact of sentiment expressions used by the brand on audience spreading behavior. 文章摘要本专题研究于在线群体中品牌资讯的传播行为。我们在一年内收集了一共 41，392项资讯内容，来分析于西班牙食品产业45个品牌在Twitter的活动。研究 利用探索性因子分析法(EFA)来显示在品牌传播行为中的潜在因素结构，发 现有两个构成部分：传送与分享。此外，我们更进行了多元回归分析，确认企 业所操控的自变量的影响，这些自变量可以在所提出的结构模型里预测其资讯 传播。研究结果指出以上提及被用到的变量：品牌、发布资讯的时间及tweets的 量，对预测在拥护者中的传播行为都有着重要的影响。同时，研究结果指出， 拥护者对品牌使用retweet功能有着负面的回响。为了进一步研究本专题，我们 更分析了品牌所使用的情感表达对上述传播行为的影响。 关键词: 西班牙产业、社交媒体、Twitter、品牌拥护者、在线群体 。 JEL 分类号: M21、M15、M31。 探讨在Twitter中品牌活动的变量如何影响其 资讯在拥护者之间的传播行为