Featured Research

from universities, journals, and other organizations

Twitter predicted to become a big TV screen

Date:
July 25, 2013
Source:
Columbia Business School
Summary:
New research predicts that Twitter will become much like TV. Researchers predict Twitter posts by everyday people will slow down, yet celebrities and commercial users will continue to post for financial gain.

New research from scholars at Columbia Business School and the University of Pittsburgh questions the sustainability of Twitter, the social network that has more than 500 million registered users.

Related Articles


Columbia Business School Professor Olivier Toubia has a thought-provoking, 140-character-limit comment about the research he co-authored with University of Pittsburgh's Assistant Professor Andrew T. Stephen.

"Get ready for a TV-like Twitter," said Toubia.

The research examined the motivations behind why everyday people, with no financial incentive, contribute to Twitter.

The study examined roughly 2500 non-commercial Twitter users. In a field experiment, Toubia and Stephens randomly selected some of those users and, through the use of other synthetic accounts, increased the selected group's followers. At first, Toubia and Stephen noticed that as the selected group's followers increased, so did the posting rate. However, when that group reached a level of stature -- a moderately large amount of followers -- the posting rate declined significantly.

"Users began to realize it was harder to continue to attract more followers with their current strategy, so they slowed down," Toubia added. "When posting activity no longer leads to additional followers, people will view Twitter as a non-evolving, static structure, like TV."

Based on the analyses, Toubia and Stephen predict Twitter posts by everyday people will slow down, yet celebrities and commercial users will continue to post for financial gain.

"Twitter will become less of a communications vehicle and more of a content-delivery vehicle, much like TV. Peer-to-peer contact is likely to evolve to the next great thing, but with 500 million followers, Twitter isn't just going to disappear. It's just going to become a new way to follow celebrities, corporations, and the like," said Toubia.

The research was recently published in the journal Marketing Science.


Story Source:

The above story is based on materials provided by Columbia Business School. Note: Materials may be edited for content and length.


Journal Reference:

  1. O. Toubia, A. T. Stephen. Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter? Marketing Science, 2013; 32 (3): 368 DOI: 10.1287/mksc.2013.0773

Cite This Page:

Columbia Business School. "Twitter predicted to become a big TV screen." ScienceDaily. ScienceDaily, 25 July 2013. <www.sciencedaily.com/releases/2013/07/130725125414.htm>.
Columbia Business School. (2013, July 25). Twitter predicted to become a big TV screen. ScienceDaily. Retrieved October 25, 2014 from www.sciencedaily.com/releases/2013/07/130725125414.htm
Columbia Business School. "Twitter predicted to become a big TV screen." ScienceDaily. www.sciencedaily.com/releases/2013/07/130725125414.htm (accessed October 25, 2014).

Share This



More Science & Society News

Saturday, October 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Ebola Protective Suits Being Made in China

Ebola Protective Suits Being Made in China

AFP (Oct. 24, 2014) A factory in China is busy making Ebola protective suits for healthcare workers and others fighting the spread of the virus. Duration: 00:38 Video provided by AFP
Powered by NewsLook.com
WHO: Millions of Ebola Vaccine Doses by 2015

WHO: Millions of Ebola Vaccine Doses by 2015

AP (Oct. 24, 2014) The World Health Organization said on Friday that millions of doses of two experimental Ebola vaccines could be ready for use in 2015 and five more experimental vaccines would start being tested in March. (Oct. 24) Video provided by AP
Powered by NewsLook.com
Microsoft Riding High On Strong Surface, Cloud Performance

Microsoft Riding High On Strong Surface, Cloud Performance

Newsy (Oct. 24, 2014) Microsoft's Q3 earnings showed its tablets and cloud services are really hitting their stride. Video provided by Newsy
Powered by NewsLook.com
EU Gets Climate Deal, UK PM Gets Knock

EU Gets Climate Deal, UK PM Gets Knock

Reuters - Business Video Online (Oct. 24, 2014) EU leaders achieve a show of unity by striking a compromise deal on carbon emissions. But David Cameron's bid to push back EU budget contributions gets a slap in the face as the European Commission demands an extra 2bn euros. David Pollard reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins