In this research paper, Luis Matosas López from Rey Juan Carlos University uses Lexalytics to examine how Twitter content published by 45 Spanish food industry brands propagates around the social media platform. Controversially, the study’s results suggest that a negative influence on audience response is triggered when brands use the retweet function.
Further, Lòpez’s research quantifies the impact of sentiment expressions used by the food brands on audience spreading behavior. Research like this reinforces the best practices underpinning many features offered by social media management platforms, like post auto-scheduling. Click the green button to read the full article now.
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