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The winners take it all: A comparative study of Twitter campaigns under pressure

Year: 2016

Type: article

Abstract: This paper presents a comparative study on two Twitter campaigns that came under pressure when recipients started to engage in the campaigns in unexpected ways. Despite two organizations employing different engagement strategies with users, both campaigns played out in somewhat similar ways. Users with an abundance of retweets tend to be male, holding privileged positions in society, with large networks of followers.

Source: First Monday

DOI: 10.5210/fm.v21i11.6815

Authors: Lene Pettersen, Anders Olof Larsson

Institution: Westerdals Oslo School of Arts, Communication and Technology

Language: English

Topic: Social Media and Politics

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: diamond

OpenAlex ID: W2551084236

FWCI: 0.95

Cites:

Cited by: 1

Related to: 10