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
Tags
communication
user engagement
multimedia
interest group organizations
Twitter
topic modeling
regression model
Related Publications
Explore these studies to deepen your understanding of the subject.
