Academic Journal
The influence of emotional tone on user engagement with media brands on X.
| Title: | The influence of emotional tone on user engagement with media brands on X. |
|---|---|
| Authors: | Jair Bermudez-Sosa, Herbert, Rojas-Berrio, Sandra, Camargo, Jorge E. |
| Source: | Journal of Brand Strategy; Autumn-Fall2026, Vol. 15 Issue 2, p155-170, 16p |
| Subject Terms: | Sentiment analysis, Natural language processing, Mass media industry, Customer relations, Facial expression & emotions (Psychology), Virtual communities, Social media |
| Abstract: | Understanding what drives engagement on social media is a key challenge for media brands seeking to strengthen relationships with digital audiences. This study investigates the influence of emotional tone on digital customer engagement on X by analysing interactions between users and major Colombian media brands. Using a dataset of more than 100,000 Spanish-language tweets collected over a one-year period, the research examines how specific emotions — calmness, sadness, anger, and fear — affect engagement behaviours measured through likes, retweets and replies. Advanced natural language processing and machine learning techniques were employed, combining the BETO and ROBERTA models to classify sentiment and emotional tone, while thematic analysis was used to identify content categories including politics, entertainment and sports. The findings indicate that emotional tone is strongly associated with engagement patterns. High-arousal emotions, particularly anger and fear, generate the greatest levels of active engagement through retweets and replies, whereas calmness and sadness are more closely linked to passive engagement through likes. Political content was found to attract the highest levels of interaction, while entertainment content produced more moderate responses. The study highlights the importance of considering both emotional tone and emotional intensity when developing social media strategies. These findings provide practical guidance for media brands seeking to optimise audience engagement through emotionally resonant content while contributing to the growing literature on emotion-driven digital engagement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Complementary Index |
| FullText | Text: Availability: 0 |
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| Header | DbId: edb DbLabel: Complementary Index An: 196804856 RelevancyScore: 1162 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1162.42749023438 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: The influence of emotional tone on user engagement with media brands on X. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Jair+Bermudez-Sosa%2C+Herbert%22">Jair Bermudez-Sosa, Herbert</searchLink><br /><searchLink fieldCode="AR" term="%22Rojas-Berrio%2C+Sandra%22">Rojas-Berrio, Sandra</searchLink><br /><searchLink fieldCode="AR" term="%22Camargo%2C+Jorge+E%2E%22">Camargo, Jorge E.</searchLink> – Name: TitleSource Label: Source Group: Src Data: Journal of Brand Strategy; Autumn-Fall2026, Vol. 15 Issue 2, p155-170, 16p – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Sentiment+analysis%22">Sentiment analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Natural+language+processing%22">Natural language processing</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+media+industry%22">Mass media industry</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+relations%22">Customer relations</searchLink><br /><searchLink fieldCode="DE" term="%22Facial+expression+%26+emotions+%28Psychology%29%22">Facial expression & emotions (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Virtual+communities%22">Virtual communities</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Understanding what drives engagement on social media is a key challenge for media brands seeking to strengthen relationships with digital audiences. This study investigates the influence of emotional tone on digital customer engagement on X by analysing interactions between users and major Colombian media brands. Using a dataset of more than 100,000 Spanish-language tweets collected over a one-year period, the research examines how specific emotions — calmness, sadness, anger, and fear — affect engagement behaviours measured through likes, retweets and replies. Advanced natural language processing and machine learning techniques were employed, combining the BETO and ROBERTA models to classify sentiment and emotional tone, while thematic analysis was used to identify content categories including politics, entertainment and sports. The findings indicate that emotional tone is strongly associated with engagement patterns. High-arousal emotions, particularly anger and fear, generate the greatest levels of active engagement through retweets and replies, whereas calmness and sadness are more closely linked to passive engagement through likes. Political content was found to attract the highest levels of interaction, while entertainment content produced more moderate responses. The study highlights the importance of considering both emotional tone and emotional intensity when developing social media strategies. These findings provide practical guidance for media brands seeking to optimise audience engagement through emotionally resonant content while contributing to the growing literature on emotion-driven digital engagement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Group: Ab Data: <i>Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edb&AN=196804856 |
| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 16 StartPage: 155 Subjects: – SubjectFull: Sentiment analysis Type: general – SubjectFull: Natural language processing Type: general – SubjectFull: Mass media industry Type: general – SubjectFull: Customer relations Type: general – SubjectFull: Facial expression & emotions (Psychology) Type: general – SubjectFull: Virtual communities Type: general – SubjectFull: Social media Type: general Titles: – TitleFull: The influence of emotional tone on user engagement with media brands on X. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Jair Bermudez-Sosa, Herbert – PersonEntity: Name: NameFull: Rojas-Berrio, Sandra – PersonEntity: Name: NameFull: Camargo, Jorge E. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 09 Text: Autumn-Fall2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 2045855X Numbering: – Type: volume Value: 15 – Type: issue Value: 2 Titles: – TitleFull: Journal of Brand Strategy Type: main |
| ResultId | 1 |