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Twitter has been increasingly used for spreading messages about campaigns.Such campaigns try to gain followers through their Twitter accounts, influencethe followers and spread messages through them. In this paper, we explore therelationship between followers sentiment towards the campaign topic and theirrate of retweeting of messages generated by the campaign. Our analysis withfollowers of multiple social-media campaigns found statistical significantcorrelations between such sentiment and retweeting rate. Based on our analysis,we have conducted an online intervention study among the followers of differentsocial-media campaigns. Our study shows that targeting followers based on theirsentiment towards the campaign can give higher retweet rate than a number ofother baseline approaches.

Why Do You Spread This Message? Understanding Users Sentiment in Social Media Campaigns