New Article by Benedikt Seigner: "Tweeting like Elon? Provocative language, new-venture status, and audience engagement on social media"
How do status and provocation on Twitter impact audience engagement with new ventures’ social media posts?
Benedikt Seigner, Post Doc here at ISTO, Hana Milanov from TU Munich, Erik Lundmark from Macquarie University, and Dean Shepherd from the University of Notre Dame, investigated the role of status on audience engagement of social media posts by new ventures in their new study in Journal of Business Venturing called: “Tweeting like Elon? Provocative language, new-venture status, and audience engagement on social media.”
They find that higher status is positively related to the audience engagement that new-venture tweets attract and that higher-status ventures experience an increase in audience engagement when using provocative language, while lower-status ventures experience a decrease when using provocative language. The extent to which ventures attract audience engagement by “tweeting like Elon” appears to depend on their status.
Thanks to the Bavarian Research Institute for Digital Transformation for supporting this research and the LMU Postdoc Fund for covering part of the open access fee.
Congrats to the whole team, especially to ISTO’s finest Benedikt! Well done!
The printed journal issue was dispatched on February 17th. You can read the full article here: https://doi.org/10.1016/j.jbusvent.2022.106282