论文标题
为了更好地理解在线影响力：公司和影响者之间的Twitter通信差异
Towards a Better Understanding of Online Influence: Differences in Twitter CommunicationBetween Companies and Influencers
论文作者
论文摘要
在过去的十年中，诸如Twitter之类的社交媒体平台在公司的各种营销策略中都具有重要意义。这项工作旨在通过在社会影响理论的背景下调查推文的特征及其范围的即时性来检查文本层面上有影响力的内容的存在。为此，我们通过社交媒体分析（例如情感分析和学位中心性）的方法分析了有影响力的Twitter通信数据。结果表明，公司和影响者之间的沟通方式有显着差异。公司发表了更长的文本内容，并与影响者相比，创建了更多具有积极情绪和更多人称代词的推文。这些发现应作为未来实验研究的基础，以研究文本存在对消费者认知和购买意愿的影响。
In the last decade, Social Media platforms such as Twitter have gained importance in the various marketing strategies of companies. This work aims to examine the presence of influential content on a textual level, by investigating characteristics of tweets in the context of social impact theory, and its dimension immediacy. To this end, we analysed influential Twitter communication data during Black Friday 2018 with methods from social media analytics such as sentiment analysis and degree centrality. Results show significant differences in communication style between companies and influencers. Companies published longer textual content and created more tweets with a positive sentiment and more first-person pronouns than influencers. These findings shall serve as a basis for a future experimental study to examine the impact of text presence on consumer cognition and the willingness to purchase.
