Attitude Toward the Tweet (Negativity)

What it measures

A three-item scale measuring the degree to which a social media tweet is perceived as mean-spirited, negative in tone, and ridiculing in character. Items use single-word descriptors capturing the hostile and disparaging register of tweet content. Originally applied in research on brand responses to competitor tweets and improvised social media marketing, the scale provides a concise assessment of the aggressive or derogatory dimension of social media communication.

Representative items

• mean-spirited.
• negative.
• ridiculing.

Citation

Thomas, Veronica L. and Kendra Fowler (2021). Close encounters of the AI kind: Use of AI influencers as brand endorsers. Journal of Advertising, 50(1), 11–25.