publication . Preprint . 2014

Why Do You Spread This Message? Understanding Users Sentiment in Social Media Campaigns

Mahmud, Jalal; Gao, Huiji;
Open Access English
  • Published: 24 Mar 2014
Twitter has been increasingly used for spreading messages about campaigns. Such campaigns try to gain followers through their Twitter accounts, influence the followers and spread messages through them. In this paper, we explore the relationship between followers sentiment towards the campaign topic and their rate of retweeting of messages generated by the campaign. Our analysis with followers of multiple social-media campaigns found statistical significant correlations between such sentiment and retweeting rate. Based on our analysis, we have conducted an online intervention study among the followers of different social-media campaigns. Our study shows that targ...
free text keywords: Computer Science - Social and Information Networks, Physics - Physics and Society
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