| Abstrakt: |
The purpose of this study is to investigate the determinants of retweeting behavior on Twitter. We employed the Heuristic-Systematic Model to test eight factors of retweets: word count, analytic language, clout, authenticity, number of URLs, number of mentions, number of hashtags, and use of multimedia. For this study, top global brands' Twitter data were collected from January 1, 2019, to December 31, 2019. A total of 81,167 tweets were collected and analyzed for this study. We employed computational content analysis to examine tweets. The results revealed that brand communication features--authenticity, the word count of tweets, number of URLs, number of hashtags, and use of multimedia content--predicted retweeting behavior of brand posts. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR] |
