How do we Tweet? The Comparative Analysis of Twitter Usage by Message Types, Devices, and Sources

Youngsub Han, Beomseok Hong, Hyeoncheol Lee, Kwangmi Kim

Abstract


Facing the growing importance of social media in the marketing field, this study is intended to build a better understanding of Twitter usage. A total of 73,192 tweets were examined by message types, devices and platforms used. Instead of relying on the audience’s response (e.g., survey or experiment) or traditional content analysis, this study used a data-mining approach and software that are widely used in the computer science field. Overall findings indicate that individual users prefer mobile devices to desktops and use more official web pages or mobile applications provided by Twitter when they tweet, and their most popular message type was the Singleton, an undirected message with no specific recipient. However, we also found that tweets generated through business sources were different from those through official sources in terms of message type, devices, and the nature. The implications of these findings were discussed.


Keywords


Social media; twitter; media use; active audience

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