Important tweets matter: Predicting retweets in the #blacklivesmatter talk on Twitter
Computers in Human Behavior, 85, 106-115. DOI: 10.1016/j.chb.2018.03.025
Abstract: Social movements are increasingly using social media, and Twitter in particular, to reach existing and new publics and advance their mission. While historically movements had to rely on traditional media to connect with such publics, via social media any user can share content, helping to connect the key players within the movement to new publics. The quality of highly shared content, however, has been under scrutiny. The #BlackLivesMatter movement, one of the most prolific and popular hashtag movements on twitter, is examined as a case study, in order to determine the role of content importance and emotion on the virality of the movement. Four aspects of importance were examined – Policy or Action, Group, Social Actor and Politics– as well as direction of sentiment. Findings suggest important tweets were more likely to be retweeted, where tweets associated with policy or action showing the strongest relationship with retweeting. Tweets with expressed emotion were more likely to be retweeted than neutral tweets. When tweets contained important content related to Policy or Action or a Group as well as sentiment, these tweets were most likely to be retweeted, revealing a method for social movements to increase effectiveness. Theoretical and practical implications are discussed.
How users rely on heuristics and emotions to form credibility impressions of novel online news articles.
ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]
Bartosz WojdynskiHyoyeun JunMatthew BinfordYen-I LeeBrittany Nicole JeffersonAndrea BriscoeYoungji SeoShuoya Sun
Accepted for presentation at the 69th annual International Communication Association (ICA) conference, Washington, D.C.read more
“What Makes Social Movement Campaigns Go Viral on Social Media? The Role of Narrative Features and Cultural Influences.”
Abstract: Social movements and social issue related public discourse has become one of the most impactful public communication phenomena in the digital space. Previous studies have examined the association between information utility and content valence on message virality. However, little is known about what makes certain social movement narrative go viral quicker with greater magnitude […]