Effects of Twitter mentions on the Movember campaign

Visser, M. (2016) Effects of Twitter mentions on the Movember campaign.

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Abstract:Receiving a mention on Twitter can lead to an increase in the prosocial motivation of the mentionee. This kind of motivation has been widely researched in psychology and sociology and compared to other kinds such as intrinsic motivation, see [4]. Increases in prosocial motivation can lead to a better performance which may occur in the form of task achievement, but also in the form of more and higher donations. The �rst research question of our research is therefore: How do mentions on Twitter a�ect donations to Movember? After establishing these relations, we aim to �nd mentioning strategies that maximize the mathematical motivation level. Under the assumption that the positive relationship is causal in nature, the optimal mentioning strategy then also maximizes donation occurrence. The second research question that we aim to answer is: What mentioning strategy should Twitter user i adopt to maximize the average motivation level of user j?
Item Type:Essay (Master)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:31 mathematics
Programme:Applied Mathematics MSc (60348)
Link to this item:http://purl.utwente.nl/essays/71654
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