A comparative analysis of followers' engagements on bilingual tweets using regression-text mining approach. A case of Tanzanian-based airlines

A comparative analysis of followers' engagements on bilingual tweets using regression-text mining approach. A case of Tanzanian-based airlines

Business entities utilize multiple languages on social media for marketing, promotions, and communication. The impact of utilizing one language over the other on engagements has not been well explored. This study applied a regression-text mining approach to over 3000 Tanzanian-based airlines' t...

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Bibliographic Details
Main Authors: Boniphace Kutela, Raynard Tom Magehema, Neema Langa, Felistus Steven, Rafael John Mwekh'iga
Format: Article
Language:English
Published: Elsevier 2022-11-01
Series:International Journal of Information Management Data Insights
Subjects:
Multiple languages
Social media engagement
Airline marketing
Text-mining
Online Access:http://www.sciencedirect.com/science/article/pii/S2667096822000660

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