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- W2810342403 abstract "Twitter facilitates the diffusion of information by which consumers can help companies to share their messages. However, the strategies that companies should use to reach high information diffusion are not so clear yet. Previous studies on information diffusion have focused on two issues: the type of message that companies should post for it to have more probabilities to be shared, and the type of consumers who have to engage to reach higher information diffusion. A message repetition is a novel strategy, which we assess using an agent-based simulation model for information diffusion. The model considers that consumers can reach what we term their wear-out point (i.e., where an additional message exposure leads to negative effects) when they read a tweet several times. The results of the model show the number of times a company should send the same tweet before this action has negative effects on consumers." @default.
- W2810342403 created "2018-07-10" @default.
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- W2810342403 date "2018-04-09" @default.
- W2810342403 modified "2023-09-30" @default.
- W2810342403 title "Using an agent-based model to measure the message repetition effect on Twitter" @default.
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- W2810342403 doi "https://doi.org/10.1145/3167132.3167429" @default.
- W2810342403 hasPublicationYear "2018" @default.
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