Celebrity chefs appeal to consumers on Twitter

This study empirically illustrates that there is a range of variables around message formulation and use of language that influence audiences through social media. In particular, this study investigated celebrity chefs, and how the structure and content of their tweets related to re-tweeting behaviour. Our research demonstrates how to examine marketing concepts through big data, which is a key field for future studies. Our findings underline that consumers value confidence and expertise in the content they consumed and endorsed by re- tweeting. At the same time, the information that stands out is what upsets and provoke rather than comforting messages. This has a number of practical implications for those wishing to increase customer engagement with their content through Twitter.