Article: Message characteristics of tweets and retweets from public and private bank users in Thailand Journal: International Journal of Business Information Systems (IJBIS) 2025 Vol.50 No.5 pp.1 - 36 Abstract: Analysing user-generated content is crucial for banks to develop their strategies. This study thus explores the message characteristics of user tweets and bank tweets being retweeted by users, differences between public and private banks, and impact on the electronic word-of-mouth (eWOM) behaviour of users. User tweets from seven banks and bank tweets from nine banks in Thailand are collected. Descriptive statistics, chi-square test, Mann-Whitney U, and hierarchical multiple regression are employed. There are differences in message content in terms of place-related, promotion-related, and responsiveness-related content mentioned between private banks' user tweets and public banks' user tweets. Hashtags and price-related content drive eWOM. The results reveal the difference between public-bank and private-bank users in their communications with banks and guide public and private banks' marketers in their social media strategies. This study offers insights into user perceptions of Thai banks through X (previously called Twitter). Inderscience Publishers - linking academia, business and industry through research

Title: Message characteristics of tweets and retweets from public and private bank users in Thailand

Authors: Mathupayas Thongmak

Addresses: MIS Department, Thammasat Business School, Thammasat University, 2 Prajan Rd., Pranakorn District, Bangkok 10200, Thailand

Abstract: Analysing user-generated content is crucial for banks to develop their strategies. This study thus explores the message characteristics of user tweets and bank tweets being retweeted by users, differences between public and private banks, and impact on the electronic word-of-mouth (eWOM) behaviour of users. User tweets from seven banks and bank tweets from nine banks in Thailand are collected. Descriptive statistics, chi-square test, Mann-Whitney U, and hierarchical multiple regression are employed. There are differences in message content in terms of place-related, promotion-related, and responsiveness-related content mentioned between private banks' user tweets and public banks' user tweets. Hashtags and price-related content drive eWOM. The results reveal the difference between public-bank and private-bank users in their communications with banks and guide public and private banks' marketers in their social media strategies. This study offers insights into user perceptions of Thai banks through X (previously called Twitter).

Keywords: Twitter; content analysis; social sensing; marketing mix; service quality; banking industry; Thailand.

DOI: 10.1504/IJBIS.2025.148207

International Journal of Business Information Systems, 2025 Vol.50 No.5, pp.1 - 36

Received: 11 Jun 2025
Accepted: 28 Jun 2025
Published online: 29 Aug 2025 *

Title: Message characteristics of tweets and retweets from public and private bank users in Thailand

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