[AISWorld] [AJIS] New Article Published: An investigation of how the Australian brewing industry influence consumers on Twitter

[John Lamp]

Hi,

The Australasian Journal of Information Systems has just published this article

An investigation of how the Australian brewing industry influence consumers on Twitter.
Aleti, T., Harrigan, P., Cheong, M., & Turner, W.
doi:http://dx.doi.org/10.3127/ajis.v20i0.1350

Abstract
In this paper we develop and test hypotheses around organisations' behaviour on social media and its effect on consumers' responses. We draw on the notion of the market maven to underpin the research and suggest that organisations on social media need to focus on acting in a maven-like manner in order to influence audiences in Twitter. We collected data from the Twitter accounts of the entire brewing industry in Australia, analysing organisational postings and their impact on influence (follower numbers, retweets) of their respective Twitter accounts. In particular, we look at message formulation and language, native platform behaviour, reciprocity and persistency variables. Findings suggest that establishing a larger follower base requires an interactive, one-to-one and reciprocal approach. In order to influence audiences to retweet organisations need to speak the 'native platform language' and employ a soft-sell strategy. Maven-like behaviour tends to reside in the small independent craft breweries. We offer the conclusion that these craft breweries have realised that, on social media, a different approach to marketing is required: the organisations must act in a maven-like manner.

Keywords: Mavenism; big data; social media; Twitter; influence; engagement



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Thanks for the continuing interest in our work,

Cheers
John

--
Dr John Lamp
Associate Professor
Academic Director, Industry Based Learning
Director (Graduate Employment)
Faculty of Business & Law

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Editor-in-Chief, Australasian Journal of Information Systems
http://journal.acs.org.au/index.php/ajis/

Editor-in-Chief, Index of Information Systems Journals
http://lamp.infosys.deakin.edu.au/journals/

@JohnWLamp
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