The connection between the characteristics of NWOM tweets and webcare.
There have been several studies regarding NWOM and webcare, however, it has not been researched whether there is a connection between certain NWOM characteristics and the webcare reaction given. This study focused on whether certain characteristics of NWOM tweets elicit a webcare reaction by the addressed person/organisation. A total of 3 059 NWOM tweets were coded on the basis of certain NWOM and webcare characteristics. The results show that the object of the NWOM tweet and the use of @mention are more likely to elicit a webcare reaction. Furthermore there is a connection between the use of conversational human voice and whether a dialogue occurs between the Twitter user and the person/organisation that tweeted the webcare. These results, however, may not apply to other social media platforms, therefore further research regarding the connection between NWOM and webcare is necessary.
Faculteit der Letteren