  In the last decade, Social Media platforms such as Twitter have gained
importance in the various marketing strategies of companies. This work aims to
examine the presence of influential content on a textual level, by
investigating characteristics of tweets in the context of social impact theory,
and its dimension immediacy. To this end, we analysed influential Twitter
communication data during Black Friday 2018 with methods from social media
analytics such as sentiment analysis and degree centrality. Results show
significant differences in communication style between companies and
influencers. Companies published longer textual content and created more tweets
with a positive sentiment and more first-person pronouns than influencers.
These findings shall serve as a basis for a future experimental study to
examine the impact of text presence on consumer cognition and the willingness
to purchase.
