Business engagement on Twitter: a path analysis

  title={Business engagement on Twitter: a path analysis},
  author={Mimi Zhang and Bernard Jim Jansen and Abdur Chowdhury},
  journal={Electronic Markets},
Social media services, such as Twitter, enable commercial businesses to participate actively in online word-of-mouth communication. In this project, we examined the potential influences of business engagement in online word-of-mouth communication on the level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in the Twitter community. We used path analysis to examine 164,478 tweets from 96,725 individual Twitter users with regards to… 
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Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth
  • E. Keller
  • Business
    Journal of Advertising Research
  • 2007
ABSTRACT The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel. Now, the search is on for strong, quantifiable research to help marketers