A COMPARATIVE ANALYSIS OF USER INTERACTION OF TWITTER FOR TURKISH AND FOREIGN NEWS AGENCIES

Purpose - This research examines the user interaction of global and local news agencies' tweets based on three dimensions. The types of agencies, content richness of posts, and categories of shared news content. Methodology - A mixed research model was used both quantitative and qualitative. Five elements have been evaluated with a special score table. The news categories were examined through eight selected categories. User interactions were analyzed with 4,582 tweets collected from the news agencies. Content analysis, t-test, one-way ANOVA and correlation analysis were conducted. Findings- It has been seen that user interaction differs regarding news agencies and types of news agencies. So having influenced the audience from the Agency perspective, there should be considerations regarding sharing content to have interactions. Conclusion- Content marketing is a useful tool for social media marketing, and news agencies are the leading producers of the social media content. By this point of view, this work has implications for both academicians and practitioners.

Keywords:

Social media marketing, Twitter user interaction, online consumer behavior, news agencies content marketing,

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