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Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth

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  • Aleti, Torgeir
  • Pallant, Jason I.
  • Tuan, Annamaria
  • van Laer, Tom

Abstract

Prior research has focused on analyzing the content and intent of celebrity social media communications. By observing that the linguistic style of such celebrity communications drives consumer word of mouth, the main goal of the current research is to broaden this limited perspective. An automated text analysis of narrative/analytical, internally/externally focused, and negative/positive emotional styles in tweets by celebrity chefs, personal trainers, and fashion bloggers was conducted to this effect. The findings are threefold. First, across celebrity categories externally focused, narrative styles are more effective in terms of word of mouth. Second, emotional styles are not effective. Third, angry outbursts are an exception; they are effective drivers of word of mouth for personal trainers. As such, this research furthers scholarly and practitioner understanding of the state-the-art of celebrity social media communication: the effect of tweets' linguistic styles on consumer word of mouth.

Suggested Citation

  • Aleti, Torgeir & Pallant, Jason I. & Tuan, Annamaria & van Laer, Tom, 2019. "Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 17-32.
    • Handle: RePEc:eee:joinma:v:48:y:2019:i:c:p:17-32
    DOI: 10.1016/j.intmar.2019.03.003
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    5. Matteo Corciolani & Federica Nieri & Annamaria Tuan, 2020. "Does involvement in corporate social irresponsibility affect the linguistic features of corporate social responsibility reports?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 670-680, March.
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    7. Giandomenico Domenico & Annamaria Tuan & Marco Visentin, 2021. "Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic," Italian Journal of Marketing, Springer, vol. 2021(4), pages 351-369, December.
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    9. Petruzzellis, Luca & Fronzetti Colladon, Andrea & Visentin, Marco & Chebat, Jean-Charles, 2021. "Tell me a story about yourself: The words of shopping experience and self-satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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