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EMAC 2019 Annual Conference

Born to win. Using heuristic cues for maximizing e-WOM on Twitter

Published: May 28, 2019


Eva Lahuerta-Otero, University of Salamanca; Rebeca Cordero-Gutiérrez, Pontifical University of Salamanca


marketing communicationsq; social media; message diffusion


We live in a digital world where companies and brands need to promote themselves efficiently, as they can reach global customers with a simple mouse click. However, with billions of messages sent every minute, it becomes complicated for firms to capture users’ attention, especially on microblogging platforms where speed and immediacy prevail. Customers cannot individually process every single message they get on social media, so firms need to develop strategies to engage their customers effectively. Consequently, the aim of this study is to determine which elements on Twitter stimulate the diffusion (retweeting) of messages across this microblogging community. By means of this research, we empirically prove with that an effective writing style on Twitter (using heuristic cues) can significantly increase message diffusion for brands and companies without increasing their costs. Therefore, not only the results are significant, but also convenient for companies and brands of all sizes and activity sectors.


This project was supported by grant number TSI-100104-2015-007 and grant number ECO2017-82107-R of the Spanish Government.