#12551. Understanding the information diffusion of tweets of a non-profit organization that targets female audiences: an examination of Women Who Codes tweets

July 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Communication;
Strategy and Management;
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Abstract:
There is a growing interest in the way non-profit organizations can use Twitter strategically to communicate their message, but little attention has been paid to the way content categories and features may facilitate retweets of messages of a non-profit organization that targets women as its audience. Based on stakeholder theory, this study aims to fill this gap by analyzing Women Who Code (WWC)s tweets to examine whether there are any differences in the number of retweets with respect to the content categories (information, community or action) and features (hashtags, emojis, photos, videos and URLs) in its Twitter communications. WWCs original tweets that were posted during a one-year period were collected using a Twitter analytics tool. The content categories for each tweet were coded, and the number of hashtags and emojis used and the inclusion of photos, videos and URLs were noted. A negative binomial regression model was used to address the research questions. The findings showed that with respect to the content categories, community and action-based tweets were retweeted less frequently than informational tweets. With respect to the content features, the results showed that using emojis or URLs in a tweet affected retweets positively, while including hashtags or a video affected them negatively. Further, using photos or images in a tweet had no significant effect on retweets. These findings contribute to our understanding of non-profit organizations use of Twitter.
Keywords:
Communication strategy; Non-profit sector; Social media; Strategic communication

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