Tweeting like Elon? Provocative language, new-venture status, and audience engagement on social media

Benedikt David Christian Seigner*, Hana Milanov, Erik Lundmark, Dean A. Shepherd

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)
138 Downloads (Pure)

Abstract

This article theorizes and empirically investigates how status and provocative language influence audience engagement with new-venture posts on social media platforms. Using venture capital funding as a status proxy, we analyzed 369,142 Twitter posts by 268 new ventures. We found that status (1) increases engagement with ventures' tweets, and that it (2) moderates the effect of provocative language on audience engagement so that provocative language has a negative effect for low-status ventures but a positive effect for high-status ventures. Post-hoc analyses provide a basis for pragmatic theorizing and explore the effects of status tiers and subdimensions of provocative language.

Original languageEnglish
Article number106282
Pages (from-to)1-20
Number of pages20
JournalJournal of Business Venturing
Volume38
Issue number2
DOIs
Publication statusPublished - Mar 2023

Bibliographical note

Copyright the Author(s) 2022. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.

Keywords

  • Audience engagement
  • Social media platforms
  • Provocative language
  • Status
  • Venture capital

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