Sep 2026
The influence of emotional tone on user engagement with media brands on X
The findings indicate that emotional tone is strongly associated with engagement patterns, and high-arousal emotions, particularly anger and fear, generate the greatest levels of active engagement through retweets and replies, whereas calmness and sadness are more closely linked to passive engagement through likes.
Herbert Jair Bermudez-Sosa, S. Rojas-Berrio, Jorge E. Camargo
· Journal of Brand Strategy · 0 citations