University of Twente Student Theses


Tweeting for a Cause - Typology and Content Analysis for the Movember Organization in the United Kingdom

Bühring, Tim (2015) Tweeting for a Cause - Typology and Content Analysis for the Movember Organization in the United Kingdom.

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Abstract:Social media has become one of the most influential marketing tools in today’s business world. The analysis of content can provide major insights into the most interesting and successful content a company or organization can post on social media. At hand of these insights, organizations can improve their performance on social media significantly. MovemberUK and their Twitter account pose as the subject of study for this paper. The elaboration likelihood model by Petty and Cacioppo (1986) is used to comprehend how people perceive messages, and how followers of @movemberUK are influenced through text or other mediums. A literature review of the existing research on content coding shows how other authors have coded content of Twitter data for their research. Similarities are drawn between the literature and the categories and mediums corresponding to this study. 658 tweets directly sent from the @movemberUK account were coded manually for this paper. The analysis shows that tweets containing a picture and a call for participation in the campaign is the most effective combination to receive retweets and favorites on a tweet. The results are displayed visually in a conceptual model that can be used by other health-related organizations that are promoting campaigns, which need a community of participants in order to succeed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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