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

Journal of Interactive Marketing, 48(1), 17-32

41 Pages Posted: 9 May 2019 Last revised: 1 Aug 2019

See all articles by Torgeir Aleti

Torgeir Aleti

RMIT University - School of Marketing

Jason Pallant

Swinburne University of Technology

Annamaria Tuan

University of Bologna - Department of Management

Tom van Laer

The University of Sydney

Date Written: 2019

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.

Keywords: analytical, automated text analysis, emotion, focus, function words, linguistic style, narrative, speech act theory

JEL Classification: M31

Suggested Citation

Aleti, Torgeir and Pallant, Jason and Tuan, Annamaria and van Laer, Tom, Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth (2019). Journal of Interactive Marketing, 48(1), 17-32. Available at SSRN: https://ssrn.com/abstract=3347460

Torgeir Aleti

RMIT University - School of Marketing ( email )

Melbourne
Australia

Jason Pallant

Swinburne University of Technology ( email )

Cnr Wakefield and William Streets, Hawthorn Victor
3122 Victoria, Victoria 3122
Australia

Annamaria Tuan

University of Bologna - Department of Management ( email )

via Capo di Lucca 34
Bologna, BO 40126
Italy

Tom Van Laer (Contact Author)

The University of Sydney ( email )

University of Sydney
Sydney, NSW 2006
Australia

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