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Paper info: Optimising behavioural engagement on Twitter: determining the applicability of the revised task media fit and identifying the linguistic characteristics of Tweets

Title


Optimising behavioural engagement on Twitter: determining the applicability of the revised task media fit and identifying the linguistic characteristics of Tweets

Authors


Sheena Leek
University of Birmingham
United Kingdom
Sheena Leek , David Houghton,
Louise Canning
University of Birmingham
United Kingdom
Louise Canning ,
Judy Zolkiewski
Manchester Business School
United Kingdom
Judy Zolkiewski and
Catherine Sutton-Brady
University of Sydney
Australia
Catherine Sutton-Brady

Place of Publication


The paper was published at the 34th IMP-conference in Sri Lanka in 2018.

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Abstract


Twitter, a microblogging social networking system, is a new communication channel which has been readily adopted by business-to-business companies. Companies want their customers and potential customers to engage with tweets. Customer engagement consists of three components, behavioural, cognitive and emotional and whilst companies aim to achieve cognitive and emotional levels, the only level readily observable is behavioural engagement i.e. the number of favourites, comments and retweets. The task media fit theory suggests that certain tasks are performed more effectively via specific media i.e. one which is sufficiently rich enough. This theory was developed prior to the development of social media and subsequent research has revised and adapted it to the use of Twitter in the healthcare sector. Specifically, it identified the kind of links embedded in tweets which resulted in more favourites. Complementing this was the finding that linguistic differences of tweets leads to differing levels of behavioural engagement i.e. more favourites and comments. The aim of the current research is to determine whether the revised task media fit is applicable across different sectors. It also aims to determine whether a consistent set of linguistic characteristics lead to higher levels of behavioural engagement across different sectors