Tweeting like Elon? Provocative language,new-venture status,and audience engagement on social media |
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| Institution: | 1. Ludwig Maximilian University of Munich, Geschwister-Scholl-Platz 1, 80539 Munich, Germany;2. Technical University of Munich, Arcisstr. 21, 80333 Munich, Germany;3. Macquarie University, NSW 2109, Australia;4. University of Notre Dame, Notre Dame, IN 46556, USA;1. Ludwig Maximilian University of Munich, Geschwister-Scholl-Platz 1, 80539 Munich, Germany;2. Technical University of Munich, Arcisstr. 21, 80333 Munich, Germany;3. Macquarie University, NSW 2109, Australia;4. University of Notre Dame, Notre Dame, IN 46556, USA |
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| 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. |
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