Retweet or like? That is the question

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 facilitate eWOM. Design/methodology/approach In total, 30,082 tweets collected from 10,120 Twitter users were classified based on four assorted brands. By...