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EMAC 2019 Annual Conference

Revealing the Backbone of Shareable Brand Content on Twitter: A Fusion of a Systematic Literature Review and a Thematic Analysis

Published: May 28, 2019


Maria-Eleni Kapiri, Alliance Manchester Business School; Hongwei He, Alliance Manchester Business School, The University of Manchester; Yu-wang Chen, Alliance Manchester Business School


Tweets; Social Media Marketing; Content Characteristics


With the increasing popularity of Social Media, recently published work has urged academics and practitioners to identify new metrics that can signify success for brands. The “share” is one of such metrics, as it signifies endorsement, popularity, and advocacy. The content of the post plays a crucial role in the user’s sharing behaviour. Some studies have attempted to explore the content characteristics that can prompt sharing, however, the overall findings are quite fragmented. In an attempt to develop an integrated and comprehensive framework, we performed a systematic literature review followed by a thematic analysis of 428 highly retweeted Tweets created by brands from a diverse set of industries. We integrated insights from both previous work and additional empirical analysis and built a framework of content characteristics associated with highly retweeted content.