E‐Tailers' Twitter (X) Communication: A Textual Analysis
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F25%3A00141186" target="_blank" >RIV/00216224:14560/25:00141186 - isvavai.cz</a>
Result on the web
<a href="https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70075" target="_blank" >https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70075</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1111/ijcs.70075" target="_blank" >10.1111/ijcs.70075</a>
Alternative languages
Result language
angličtina
Original language name
E‐Tailers' Twitter (X) Communication: A Textual Analysis
Original language description
The existing literature on human–computer interactions is rich in studies on how consumers interact with brands on social media. However, there is a gap in the research on consumers' responses to the language style of social media branded messages. Therefore, this study aims to analyze e- retailers' Twitter (now X) posts through text analysis to identify the content attributes that are most effective in generating higher numbers of retweets. R software was used for the data extraction and analysis of 28,737 tweets posted by e- retailers in India. We used a variety of text analysis approaches, including retweet analysis, hashtag analysis, word cloud, network analysis, and sentiment analysis to analyze the collected tweets. We observed that tweets that included questions, product names, and promotional activities attracted better retweets, and that hashtags coupled with cam- paigns, products, and events were dominant. On average, positively charged tweets (specifically commanded by trust) were three times more popular than negative tweets. The four most prominent themes emerging in our network analysis are help and support, contests, discounts and offers, and query handling and resolution, which induce positive intentions among online shoppers towards e- retailers. Our findings offer insights into how e- retailers can improve their Twitter (X) activities to engage their audiences.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50200 - Economics and Business
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Consumer Studies
ISSN
1470-6423
e-ISSN
1470-6431
Volume of the periodical
49
Issue of the periodical within the volume
3
Country of publishing house
US - UNITED STATES
Number of pages
20
Pages from-to
1-20
UT code for WoS article
001490962700001
EID of the result in the Scopus database
2-s2.0-105005772578