Tweeting With the Stars: Analyzing Linguistic Styles of Celebrities’ Tweet and Their Effect on Consumer Word of Mouth

Not only the content and intent of celebrity social media communication drives consumer word of mouth, but also the linguistic style. An automated text analysis of tweets shows that externally focused, and narrative styles are effective regarding word of mouth whereas emotional, angry outbursts only work for certain celebrities.



Citation:

Annamaria Tuan, Torgeir Aleti, Jason Pallant, and Tom van Laer (2019) ,"Tweeting With the Stars: Analyzing Linguistic Styles of Celebrities’ Tweet and Their Effect on Consumer Word of Mouth", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 881-882.

Authors

Annamaria Tuan, University of Bologna, Italy
Torgeir Aleti, RMIT University, School of Economics, Finance & Marketing
Jason Pallant, Swinburne University of Technology, Department of Marketing and Management, Australia
Tom van Laer, City University of London, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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