A COMPARATIVE ANALYSIS OF USER INTERACTION OF TWITTER FOR TURKISH AND FOREIGN NEWS AGENCIES

Abstract

Purpose - This research examines the user interaction of global and local news agencies' tweets based on three dimensions. The types of agencies, content richness of posts, and categories of shared news content.

Methodology -   A mixed research model was used both quantitative and qualitative. Five elements have been evaluated with a special score table. The news categories were examined through eight selected categories. User interactions were analyzed with 4,582 tweets collected from the news agencies. Content analysis, t-test, one-way ANOVA and correlation analysis were conducted.

Findings- It has been seen that user interaction differs regarding news agencies and types of news agencies. So having influenced the audience from the Agency perspective, there should be considerations regarding sharing content to have interactions.    

Conclusion- Content marketing is a useful tool for social media marketing, and news agencies are the leading producers of the social media content. By this point of view, this work has implications for both academicians and practitioners.

Keywords

• Social media marketing,Twitter user interaction,online consumer behavior,news agencies,content marketing

References

1. Al-Rawi, A. (2016). News Organizations 2.0, A comparative study of Twitter news. Journalism Practice, vol.11, no. 6 pp. 705-720 DOI: 10.1080 / 17512786.2016.1195239
2. Keenan, A. Shiri, A. (2009). Sociability and social interaction on social networking websites. Library Review, vol. 58 no. 6, pp. 438-450. doi: 10.1108 / 00242530910969794
3. Heravi, B. R., and Harrower, N. (2016). Twitter journalism in Ireland: Sourcing and trust in the age of social media. Information, Communication & Society, vol. 19, no. 9, pp. 1194-1213. doi: 10.1080 / 1369118X.2016.1187649
4. Wu, B. and Shen, H. (2015). Analyzing and predicting news popularity on Twitter. International Journal of Information Management, vol. 35, no. 1, pp. 702-711. doi: 10.1016 / j.ijinfomgt.2015.07.003
5. Boyd, D.; Golder, S. and Lotan, G. (2010). Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter. HICSS-43. IEEE: Kauai, HI, https://www.danah.org/papers/TweetTweetRetweet.pdf
6. Boyd, D. M., and Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, vol. 13, n.1, pp. 210-230. doi: 10.1111 / j.1083-6101.2007.00393.x.
7. Chu, S-C. Chen, H-T and Sung, Y. (2016). Following Brands on Twitter: An Extension of Theory of Planned Behavior. International Journal of Advertising, vol. 35, no. 3, pp. 421-347. doi: 10.1080 / 02650487.2015.1037708
8. Vis, F. (2013). Twitter As A Reporting Tool For Breaking News. Digital Journalism, vol.1, no.1, pp. 27-47. doi: 10.1080 / 21670811.2012.741316

9. Kwak, H., Lee, C., Park, H. and Moon, S. (2010). What is Twitter, a Social Network or a News Media? (Proceedings), International World Wide Web Conference, North Carolina, USA. http://an.kaist.ac.kr/traces/WWW2010.html
10. Jansen, B., Zhang, M., Sobel, K. and Chowdhury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth, Journal of The American Society for Information Science & Technology, vol. 60, no. 11, pp. 2169-2188. doi: 10.1002 / asi.21149
11. Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, vol. 24 no. 5, pp. 517-540. doi: 10.1362 / 026725708X325977
12. Karkar, A. (2016). Content Marketing on the Rise of Value and Trust Networks. International Journal of Social Sciences and Education Research, vol. 2, no. 1, pp. 334-348. (Http://dergipark.gov.tr/download/article-file/260483)
13. Petrovic, S. McCreadie, R. MacDonald, C. Osborne, M. Ounis, I. and Shrimpton, L. (2013). Can Twitter Replace Newswire for Breaking News?”, (Proceedings), Seventh International AAAI Conference on Weblogs and Social Media. https://www.aaai.org/ocs/index.php/ICWSM/ICWSM13/paper/view/6066/6331.
14. Zafar, M.B., Bhattacharya, P., Ganguly, N., Gummadi, K.P. and Ghosh, S. (2015). Sampling content from online social networks: Comparing random vs. expert sampling of the twitter stream”. ACM Transactions on the Web, vol. 9, no. 3, pp. 1-33. doi: 10.1145 / 2743023
15. Naveed, N., Gottron, T., Kunegis, J. and Alhadi, A.C. (2011). Bad news travel fast: a content-based analysis of interesting Twitter on Twitter”, (Proceedings), 3rd International Web Science Conference, NY, USA. doi: 10.1145 / 2527031.2527052
16. Ahmad, N. S., Moses, R., Harun, M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health”, Procedia Economics and Finance, vol. 37, pp. 331-336. doi: 10.1016 / S2212-5671 (16) 30133-2
17. Ogilvy. (2014). Consumer Perspective on Content Marketing in Turkey. http://www.connectedvivaki.com/content-marketing-turkiyedecontractor
18. Pew Research (2015). The Evolving Role of News on Twitter and Facebook, http://www.journalism.org/2015/07/14/the-evolving-role-ofnews-on-twitter-and-facebook/
19. Newman, N., Fletcher, R., Levy, D. A. and Nielsen, R.K. (2016). Reuters Institute Digital News Report 2016, Oxford University Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf
20. Zhao, W.X., Jiang, J., Weng, J.,. He, J.,. Lim, E.P., Yan, H. and Li, X. (2011). Comparing Twitter and Traditional Media Using Topic Models, (Proceedings), Advances in Information Retrieval 33rd European Conference on IR Research, ECIR, Dublin, Ireland, http://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=2374&context=sis_research Manovich, L. (2001). The Language of New Media., MIT Press, England.
21. Jenkins, H. (2006). Convergence culture: Where old and new media collide, NYU Press, USA.
22. Bandari, R., Assur, S. and Huberman, B. (2012). The Pulse of News in Social Media: Forecasting Popularity. (Proceedings), Sixth International AAAI Conference on Weblogs and Social Media, https://www.aaai.org/ocs/index.php/ICWSM/ICWSM12/paper/viewFile/4646/4963
23. Statista (2017). Number of monthly active Twitter users worldwide”, https://www.statista.com/statistics/282087/number-of-monthlyactive-twitter-users/