Journal article

An investigation of how the Australian brewing industry influence consumers on Twitter

Torgeir Aleti, Paul Harrigan, Marc Cheong, Will Turner

AUSTRALASIAN JOURNAL OF INFORMATION SYSTEMS | UNIV CANBERRA, FAC INFORMATION SCIENCES & ENGINEERING | Published : 2016

Abstract

In this paper we develop and test hypotheses around organisations’ behaviour on social media and its effect on consumers’ responses. We draw on the notion of the market maven to underpin the research and suggest that organisations on social media need to focus on acting in a maven-like manner in order to influence audiences in Twitter. We collected data from the Twitter accounts of the entire brewing industry in Australia, analysing organisational postings and their impact on influence (follower numbers, retweets) of their respective Twitter accounts. In particular, we look at message formulation and language, native platform behaviour, reciprocity and persistency variables. Findings suggest..

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Grants

Awarded by Victoria University's Research Development Grant Scheme (RDGS)


Funding Acknowledgements

This research was funded by Victoria University's Research Development Grant Scheme (RDGS), grant number 53/13. The authors would like to thank Victoria University for the support for this project.