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    Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

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    Publication date
    2015
    Author
    Alboqami, H.
    Al-Karaghouli, W.
    Baeshen, Y.
    Erkan, I.
    Evans, C.
    Ghoneim, Ahmad
    Keyword
    Electronic WoM; Word of mouth; eWOM; Social media; Content analysis; Marketer-generated content; MGC; Twitter; Tweet characteristics; Favourited tweets; Retweeted content; Tourism industry; Hyperlinks; Product information; Service information; Direct answers; Brand centrality
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.
    URI
    http://hdl.handle.net/10454/14009
    Version
    No full-text in the repository
    Citation
    Alboqami H, Al-Karaghouli W, Baeshen Y et al (2015) Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising. 9(4):
    Link to publisher’s version
    https://doi.org/10.1504/IJIMA.2015.072886
    Type
    Article
    Collections
    Management and Law Publications

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