Online citations, reference lists, and bibliographies.
← Back to Search

Getting The Word Out On Twitter: The Role Of Influentials, Information Brokers And Strong Ties In Building Word-of-mouth For Brands

T. Araujo, P. Neijens, R. Vliegenthart
Published 2017 · Business

Cite This
Download PDF
Analyze on Scholarcy
Share
Using a sample of over 5300 tweets from top global brands, this study investigated how different types of users can influence brand content diffusion via retweets. Twitter users who influenced followers to retweet brand content were categorized as (1) influentials, because of their above average ability to influence others to retweet their tweets (in general), (2) information brokers, because of their position connecting groups of users or (3) having strong ties, because of their high percentage of friends in common and a mutual friend–follower relationship with the influenced follower. The results indicate that influentials and information brokers are associated with larger number of retweets for brand content. In addition, although information brokers have a larger overall influence on retweeting, they are more prone to do so when influentials are mentioned in the brand tweet, providing support for the strategy that aims to associate the brand with influential users.
This paper references
Please RT! The impact of informational, emotional and traceability cues on brand content pass-along behavior on Twitter
T Araujo (2015)
How ‘ social Intelligence ’ can guide decisions
T. Hennig-Thurau (2012)
10.1177/1354856510394539
To See and Be Seen: Celebrity Practice on Twitter
Alice E. Marwick (2011)
10.1086/209118
Social Ties and Word-of-Mouth Referral Behavior
J. Brown (1987)
10.1080/02650487.2008.11073052
Exploring the relationship between celebrity endorser effects and advertising effectiveness
Clinton Amos (2008)
10.2307/1252054
CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY
K. Keller (1993)
Online wordÀofÀmouth (or mouse): An exploration of its antecedents and consequences
T Sun (2006)
10.1002/CB.22
Opinion leadership in a computer-mediated environment
Barbara Lyons (2005)
10.1145/1566374.1566421
Social influence and the diffusion of user-created content
E. Bakshy (2009)
10.1097/00125817-200303000-00003
Diffusion of innovations
T. Valente (2003)
Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size
C. Amos (2008)
10.1111/J.1468-2958.2010.01390.X
Dimensions of leadership and social influence in online communities
Daniel Diermeier (2009)
10.2307/1247718
6. Katz, E. Personal Influence: The Part Played by People in the Flow of Mass Communications
E. Katz (1956)
10.1016/J.INTMAR.2011.11.003
Rising to Stardom: An Empirical Investigation of the Diffusion of User-generated Content
Y. Liu-Thompkins (2012)
Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing 18, no
T. Hennig-Thurau (2004)
10.1109/HICSS.2010.412
Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter
D. Boyd (2010)
10.1086/225469
The Strength of Weak Ties
Mark S. Granovetter (1973)
Brand followers: Consumer motivation and attitude towards brand communications on Twitter
E. S. Kwon (2015)
10.1017/S0021849904040371
Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
J. Phelps (2004)
10.1111/j.1083-6101.2006.00310.x
Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences
Tao Sun (2006)
10.1177/0047287509355324
Vacationers and eWOM: Who Posts, and Why, Where, and What?
Fred Bronner (2011)
RT to Win! Predicting Message Propagation in Twitter
S. Petrovic (2011)
10.4324/9781315126234
Personal Influence: The Part Played by People in the Flow of Mass Communications
E. Katz (1964)
Introducting COBRAs: Exploring motivations for brand-related social media use
D. G. Muntinga (2011)
10.1145/1232722.1232727
The dynamics of viral marketing
J. Leskovec (2007)
10.1145/1935826.1935845
Everyone's an influencer: quantifying influence on twitter
E. Bakshy (2011)
State of media: The social media report 2012
Nielsen. (2012)
10.1080/15252019.2011.10722187
Follow Me! Global Marketers’ Twitter Use
Eun Sook Kwon (2011)
10.1023/A:1009639305474
Social Intelligence
B. Edmonds (1999)
10.1080/13527266.2011.620764
Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism
Guda van Noort (2012)
10.1145/1772690.1772751
What is Twitter, a social network or a news media?
Haewoon Kwak (2010)
Measuring user influence in Twit
M. S0021849904040206. Cha (2010)
10.1362/026725799784870379
Celebrity Endorsement: A Literature Review
B. Z. Erdoğan (1999)
10.1145/1835980.1835986
How far does a tweet travel?: Information brokers in the twitterverse
D. Liere (2010)
10.2501/S0265048709200692
Social influence model and electronic word of mouth
Shintaro Okazaki (2009)
10.1080/00913367.2013.827606
Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities
S. Jin (2014)
Social media update
Pew Research (2014)
10.1108/10662241211271581
Friend me: Which factors influence top global brands participation in social network sites
T. Araujo (2012)
10.1086/209217
Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
G. Mccracken (1989)
Social ties and word-of-mouth referral
J. J. Brown (1987)
10.1002/DIR.10073
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?
T. Hennig-Thurau (2004)
10.2501/IJA-30-1-013-046
Introducing COBRAs
D. Muntinga (2011)
A new way to measure word-of- mouth marketing
Jonathan Doogan (2010)
10.1111/j.1541-0420.2008.01138_15.x
Multilevel and longitudinal modeling using Stata. 2nd edition
S. Rabe-Hesketh (2008)
10.1023/A:1011122126881
Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth
J. Goldenberg (2001)
The Role of Social Networks
Mara M. Wenzler (2010)
10.2501/S0021849907070547
The Determinants of Email Receivers' Disseminating Behaviors on the Internet
Hung-Chang Chiu (2007)
2008.Multilevel and longitudinal modeling using Stata. 2nd ed
S. Rabe-Hesketh (2008)
10.1016/j.socnet.2010.11.003
Affinity Paths and information diffusion in social networks
José Luis Iribarren (2011)
10.1093/comjnl/bxp069
Social Networks: An Introduction
M. Levene (2010)
NETWORK STRUCTURE OF SOCIAL CAPITAL
Nataša Golubovi (2010)
10.1002/asi.21149
Twitter power: Tweets as electronic word of mouth
Bernard J. Jansen (2009)
Opinion leadership in a computerÀmediated environment
B Lyons (2005)
10.2307/2088435
Personal influence : the part played by people in the flow of mass communications
E. Katz (1956)
10.2501/JAR-2015-009
What Motivates Consumers To Re-Tweet Brand Content?
T. Araujo (2015)
10.1086/518527
Influentials, Networks, and Public Opinion Formation
D. Watts (2007)
10.1109/SocialCom.2010.33
Want to be Retweeted? Large Scale Analytics on Factors Impacting Retweet in Twitter Network
Bongwon Suh (2010)
Social Media Update 2016
Shannon Greenwood (2016)
10.1017/S0021849904040206
Sports Celebrity Influence On The Behavioral Intentions Of Generation Y
A. Bush (2004)
10.1177/000271629956600104
The Social Capital of Opinion Leaders
Ronald S. Burt (1999)
10.1111/j.1541-0420.2006.00588_16.x
Multilevel and Longitudinal Modeling Using Stata
S. Rabe-Hesketh (2005)
10.1145/2187836.2187907
The role of social networks in information diffusion
E. Bakshy (2012)
10.1145/1718487.1718520
TwitterRank: finding topic-sensitive influential twitterers
J. Weng (2010)
Building strong brands in a modern marketing communications environment
E. Osborn (2009)
10.1016/j.chb.2014.04.020
Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth
Eunice Kim (2014)
What is Twitter
Rizal Setya Perdana (2013)
Measuring User Influence in Twitter: The Million Follower Fallacy
Meeyoung Cha (2010)
New compete study: Primary mobile users on Twitter
T. Schreiner (2013)
How 'social Intelligence' can guide decisions
M Harrysson
10.1177/002224295702200205
“Word-of-Mouth” Advertising in Selling New Products
R. Brooks (1957)
10.1086/266687
The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis
E. Katz (1957)
10.1016/J.PUBREV.2010.08.004
Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders usin
S. Rybalko (2010)
10.4086/toc.2015.v011a004
Maximizing the Spread of Influence through a Social Network
D. Kempe (2015)



This paper is referenced by
10.3390/su12083476
Socialization on Sustainable Networks: The Case of eBay Green’s Facebook
H. Kim (2020)
10.1177/2167479519841868
Keep the Ball Rolling: Information Diffusion within Large Sports-Related Networks through Social Mediators
S. Vermeer (2020)
10.1080/02650487.2018.1521899
The new era of electronic word of mouth (eWOM): ‘Be More Chill’ overrules the critics
C. R. Taylor (2018)
10.1080/15332667.2019.1664872
Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram
Marianny Jessica de Brito Silva (2020)
Exploring influencer marketing through integrated marketing communication and the influencer ’ s role in strengthening a brand
Maxmikael Wilde Björling (2018)
Marketing with Twitter : investigating factors that impact on the effectiveness of tweets
A. Soboleva (2018)
10.1080/02650487.2017.1368859
#Me and brands: understanding brand-selfie posters on social media
Y. Sung (2018)
10.2139/ssrn.3592374
From Dancing on the Street to Dating Online: Evaluating the Effects and Outcomes of Guerrilla Street Marketing
Thérèse Roux (2020)
10.2478/jec-2020-0005
Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases
G. Antoniades (2020)
10.1108/MRR-02-2018-0095
Latino entrepreneurs and social media adoption: personal and business social network platforms
Monica C. Gavino (2019)
10.1057/s41270-020-00085-5
Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth
A. López (2020)
10.1108/JRIM-12-2017-0102
Why did I buy this
Stephanie Jacobsen (2018)
10.3390/su11236554
Developing a Digital Artifact for the Sustainable Presentation of Marketing Research Results
Zheng Shen (2019)
Master ’ s degree project in Marketing and Consumption Finding the right influencer – An exploratory study within the beauty industry
L. Hansson (2019)
10.1111/mcn.13053
Breastfeeding promotion on Twitter: A social network and content analysis approach
S. Moukarzel (2020)
10.1080/02650487.2019.1612621
Online shopper engagement in price negotiation: the roles of culture, involvement and eWOM
S. Levy (2020)
10.1080/00913367.2019.1588808
Brand Communication in Social Media: A Research Agenda
Hilde A. M. Voorveld (2019)
E-Commerce: Análise das Estratégias e Táticas Praticadas no Sector Desportivo
Camila Fernández (2019)
10.7784/rbtur.v14i3.1889
DEIXE SEU LIKE!: O Engajamento nas Publicações com Digital Influencers no Instagram das DMOs Brasileiras
Maria Raquel Avelino (2020)
10.1111/caim.12365
To what extent are digital influencers creative
Guilherme Sette (2020)
10.1590/1982-7849RAC2018170028
Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento
Marcos Inácio Severo de Almeida (2018)
10.1038/s41598-019-51153-5
Identifying and quantifying potential super-spreaders in social networks
D. Zhang (2019)
10.1109/ACCESS.2019.2925905
An Adaptive Model for Identification of Influential Bloggers Based on Case-Based Reasoning Using Random Forest
Yousra Asim (2019)
10.1080/02650487.2017.1407061
The current state of knowledge on electronic word-of-mouth in advertising research
S. Chu (2018)
THE DRIVERS AND IMPACTS OF SOCIAL MEDIA INFLUENCERS: THE ROLE OF MIMICRY
Chungwha Ki (2018)
10.1177/1464884918809299
News values on social media: Exploring what drives peaks in user activity about organizations on Twitter
T. Araujo (2020)
10.1080/00913367.2020.1795954
Introducing a Model of Automated Brand-Generated Content in an Era of Computational Advertising
Guda van Noort (2020)
10.1080/15252019.2020.1763873
Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers
R. K. Britt (2020)
10.1145/3379340
Emotion Dynamics of Public Opinions on Twitter
Debashis Naskar (2020)
10.1016/j.tele.2018.11.008
A trust model for analysis of trust, influence and their relationship in social network communities
Yousra Asim (2019)
Challenge 1 : The liquification of the economy
(2016)
10.1108/tqm-01-2020-0016
Innovation diffusion in tourism: how information about blockchain is exchanged and characterized on twitter
F. Bolici (2020)
See more
Semantic Scholar Logo Some data provided by SemanticScholar