Twitter will become “a big TV screen,” with...
Twitter will become “a big TV screen,” with Twitter posts from ordinary people slowing down and celebrities and commercial users continuing to post for financial gain, said scholars from Columbia Business School and the University of Pittsburgh. The research was…
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released in the journal Marketing Science, said a news release Thursday (http://prn.to/1dXZzKT). The study randomly selected 2,500 noncommercial Twitter users, and through the use of synthetic accounts, it increased the selected group’s followers. As the selected group’s followers increased, so did the posting rate, but when the group reached a moderately large amount of followers, the posting rate declined significantly, the study found. “Twitter will become less of a communications vehicle and more of a content-delivery vehicle, much like TV,” said Olivier Toubia, a Columbia Business School professor who co-authored the paper with University of Pittsburgh professor Andrew Stephen. “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."