Business engagement on Twitter: a path analysis

@article{Zhang2011BusinessEO,
  title={Business engagement on Twitter: a path analysis},
  author={Mimi Zhang and Bernard Jim Jansen and Abdur Chowdhury},
  journal={Electronic Markets},
  year={2011},
  volume={21},
  pages={161-175}
}
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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