Hashtag homophily in twitter network: Examining a controversial cause-related marketing campaign

作者：

Highlights：

• Twitter users are very reactive to influencers and other users when discussing Gillette’s cause-related marketing campaign.

• The mention network shows homophily based on ideological hashtags.

• Homophily is distinguished by attraction of common users and alienation of nonusers.

• Using hashtags overall reduces the likelihood of users receiving mention ties.

摘要

•Twitter users are very reactive to influencers and other users when discussing Gillette’s cause-related marketing campaign.•The mention network shows homophily based on ideological hashtags.•Homophily is distinguished by attraction of common users and alienation of nonusers.•Using hashtags overall reduces the likelihood of users receiving mention ties.

论文关键词：Cause-related marketing (CRM),Social media,Twitter,Exponential random graph models (ERGM),Hashtag,Homophily,Topic modeling

论文评审过程：Received 19 April 2019, Revised 5 August 2019, Accepted 7 August 2019, Available online 8 August 2019, Version of Record 22 August 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.08.006