Table 2.
Personification techniques used in top three tweets from each brand, ranked by the number of retweets
| Company | Number of retweets | Number of likes | Number of comments | Product-related personification* | Use of humour | Non-mainstream group reference | Trending topic reference | Informal or trendy language |
|---|---|---|---|---|---|---|---|---|
| Wendy’s | 40 000 | 213 000 | 3700 | – | – | |||
| Wendy’s | 26 000 | 99 000 | 2200 | – | ||||
| Wendy’s | 23 000 | 104 000 | 1100 | – | – | – | ||
| Denny’s | 22 000 | 86 000 | 1300 | – | – | |||
| Hamburger Helper | 16 000 | 15 000 | 244 | – | ||||
| Moonpie | 7300 | 74 000 | 285 | – | – | |||
| Moonpie | 3700 | 17 000 | 284 | – | – | |||
| Moonpie | 2600 | 28 000 | 183 | – | – | – | ||
| Taco Bell | 2000 | 6400 | 310 | – | – | – | ||
| Denny’s | 1300 | 8900 | 691 | – | – | – | ||
| Arby’s | 1300 | 7800 | 312 | – | – | |||
| Arby’s | 1000 | 4800 | 52 | – | – | |||
| Arby’s | 901 | 6900 | 194 | – | – | |||
| Hamburger Helper | 737 | 2800 | 40 | – | – | – | ||
| Oreo | 702 | 4000 | 2200 | – | ||||
| Hamburger Helper | 656 | 2400 | 29 | – | – | |||
| Taco Bell | 595 | 6600 | 101 | – | – | – | ||
| Burger King | 550 | 2200 | 992 | – | – | – | ||
| Burger King | 518 | 3600 | 188 | – | – | – | ||
| Taco Bell | 472 | 1000 | 239 | – | – | |||
| Burger King | 467 | 2800 | 137 | – | – | – | ||
| Denny’s | 311 | 2300 | 29 | – | – | |||
| Oreo | 247 | 994 | 37 | |||||
| Skittles | 112 | 894 | 43 | – | – | – | ||
| DiGiorno | 97 | 914 | 95 | – | – | – | – | |
| Skittles | 89 | 362 | 28 | – | – | – | ||
| DiGiorno | 87 | 952 | 93 | – | ||||
| Skittles | 63 | 360 | 59 | – | – | – | ||
| Oreo | 56 | 118 | 9 | – | – | |||
| DiGiorno | 45 | 787 | 29 | – | – | – | ||
| Totals | 152 905 | 703 881 | 15 203 | |||||
| Mean | 22 | 21 | 14 | 13 | 11 | |||
| sd | 73·3 | 70·0 | 46·7 | 43·3 | 36·7 |
*
This column refers to the personification strategy described as ‘product centering’ in the text. This specific column refers to the occurrence of a tweet that primarily existed to personify the brand but still mentioned or pictured the product, as opposed to primarily existing to promote the product, or not mentioning the product at all.