Business

Do communication content functions drive engagement among interest group audiences? An analysis of organizational communication on Twitter

D. Q. Agozie and M. Nat

This study, conducted by Divine Q. Agozie and Muesser Nat, delves into the impact of communication content from interest group organizations on Twitter and how multimedia influences user engagement. Discover which functions drive engagement and how certain strategies work better without multimedia!

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Playback language: English

Index

Abstract

This study explores how communication content functions used by interest group organizations (IGOs) on Twitter affect user engagement, considering the role of multimedia. Using bi-term topic modeling on posts from 121 IGOs and a generalized linear regression model, the research finds that information and communication functions like event updates and people recognition drive higher engagement, particularly with multimedia. Conversely, certain functions (unite, sign, glean) increase engagement without multimedia.

Publisher

Humanities & Social Sciences Communications

Published On

Aug 10, 2022

Authors

Divine Q. Agozie, Muesser Nat

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