Lahuerta-Otero, Eva; Cordero-Gutiérrez, Rebeca; De la … - In: Online Information Review 42 (2018) 5, pp. 562-578
Purpose: Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this paper is to identify which elements of the messages enable tweet diffusion and...