How Tweet Readability and Brand Hedonism Affect Consumer Engagement

We analyze 24,960 tweets by 96 brands to explore how their readability interacts with brand hedonism to affect consumer brand engagement. We find that the effect of a tweet’s readability is sensitive to brand hedonism. For less (more) hedonic brands, tweets perceived as easy-to-read (difficult-to-read) result in higher engagement.



Citation:

Anaïs Gretry, Scott W. Davis, Csilla Horvath, and Nina Belei (2017) ,"How Tweet Readability and Brand Hedonism Affect Consumer Engagement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 629-633.

Authors

Anaïs Gretry, Radboud University Nijmegen, The Netherlands
Scott W. Davis, University of Houston - Downtown, USA
Csilla Horvath, Radboud University Nijmegen, The Netherlands
Nina Belei, Radboud University Nijmegen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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