Tweeting like Elon? Provocative language, new-venture status, and audience engagement on social media
研究了新创企业在社交媒体上发帖时，企业地位和挑衅性语言如何影响受众参与度，发现地位高时挑衅性语言有正面效果，地位低时则有负面效果。
This article theorizes and empirically investigates how status and provocative language influence audience engagement with new-venture posts on social media platforms. Using venture capital funding as a status proxy, we analyzed 369,142 Twitter posts by 268 new ventures. We found that status (1) increases engagement with ventures' tweets, and that it (2) moderates the effect of provocative language on audience engagement so that provocative language has a negative effect for low-status ventures but a positive effect for high-status ventures. Post-hoc analyses provide a basis for pragmatic theorizing and explore the effects of status tiers and subdimensions of provocative language.