A LATENT FIRICHLET ALLOCATION ANALYSIS OF ORGANIZATIONAL COMMUNICATION IN TWITTER / DIVINE QUASE AGOZIE; SUPERVISOR: ASSOC. PROF. DR. MUESSER NAT

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: ix, 142 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • DISCERNING THE ROLE OF COMMUNICATIONS CONTENT FUNCTIONS AND MULTIMEDIA INCLUSION
Konu(lar): Tez notu: Thesis (PhD) - Cyprus International University. Institute of Graduate Studies and Research management Information Systems Department Özet: ABSTRACT Sustained engagement with an audience remains a need for organizations, and many organizations have sourced technology-mediated channels, like social media, to achieve this objective in recent. Although not a recent concept, organizational communication online has received much recognition with the rise in the organizational use of online channels like social media for communication and providing value experience to users. The value experience perceived by users and the extent of interactivity on social media show how engaging audiences are. Few studies have looked at what drives this value experience in organizational communication. This study explores the role of message features and the functional use of posts by interest groups and discerns their effect on user engagement with and without multimedia inclusion on Twitter. A bi-term topic modelling technique is used to analyze posts from 323 organizations, and a Poisson regression model to assess the effect of the message features (Technical characteristics, User and Network characteristics and Content characteristics) and the content functions on user engagement. The results show that technical characteristics like images and word length of posts increased engagement. User and network characteristics as followers and type of group are the most important characteristics that drive engagement. Content functions including information, research, community, and news functions of posts also increased user engagement with organizational messages. This study bridges the gap in the service literature as it pertains to non-profit organizations (i.e., interest groups) by exploring organizational communication using communications content functions and message characteristics of Twitter posts. This study is among few to investigate content functions beyond the categorizations of message functions and the relationship between content functions and user engagement. Keywords: Latent Dirichlet Allocation, Organizational communication, Poisson regression model, Social-media, Twitter, User engagement.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu D 338 A46 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department T3381
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel D 338 A46 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department CDT3381
Toplam ayırtılanlar: 0

Thesis (PhD) - Cyprus International University. Institute of Graduate Studies and Research management Information Systems Department

Includes bibliography (sheets 124-141)

ABSTRACT
Sustained engagement with an audience remains a need for organizations, and many
organizations have sourced technology-mediated channels, like social media, to
achieve this objective in recent. Although not a recent concept, organizational
communication online has received much recognition with the rise in the
organizational use of online channels like social media for communication and
providing value experience to users. The value experience perceived by users and the
extent of interactivity on social media show how engaging audiences are. Few studies
have looked at what drives this value experience in organizational communication.
This study explores the role of message features and the functional use of posts by
interest groups and discerns their effect on user engagement with and without
multimedia inclusion on Twitter. A bi-term topic modelling technique is used to
analyze posts from 323 organizations, and a Poisson regression model to assess the
effect of the message features (Technical characteristics, User and Network
characteristics and Content characteristics) and the content functions on user
engagement. The results show that technical characteristics like images and word
length of posts increased engagement. User and network characteristics as followers
and type of group are the most important characteristics that drive engagement.
Content functions including information, research, community, and news functions of
posts also increased user engagement with organizational messages. This study bridges
the gap in the service literature as it pertains to non-profit organizations (i.e., interest
groups) by exploring organizational communication using communications content
functions and message characteristics of Twitter posts. This study is among few to
investigate content functions beyond the categorizations of message functions and the
relationship between content functions and user engagement.
Keywords: Latent Dirichlet Allocation, Organizational communication, Poisson
regression model, Social-media, Twitter, User engagement.

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