Twitter power: Tweets as electronic word of mouth

Bernard J. Jansen, Mimi Zhang, Kate Sobel, Abdur Chowdury

Research output: Contribution to journalArticlepeer-review

1584 Scopus citations


In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19% of microblogs contain mention of a brand. Of the branding microblogs, nearly 20% contained some expression of brand sentiments. Of these, more than 50% were positive and 33% were critical of the company or product. Ourcomparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy.

Original languageEnglish (US)
Pages (from-to)2169-2188
Number of pages20
JournalJournal of the American Society for Information Science and Technology
Issue number11
StatePublished - Nov 2009

All Science Journal Classification (ASJC) codes

  • Software
  • Information Systems
  • Human-Computer Interaction
  • Computer Networks and Communications
  • Artificial Intelligence


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