An investigation of how the Australian brewing industry influence consumers on Twitter




Mavenism, big data, social media, Twitter, influence, engagement


In this paper we develop and test hypotheses around organisations’ behaviour on social media and its effect on consumers’ responses. We draw on the notion of the market maven to underpin the research and suggest that organisations on social media need to focus on acting in a maven-like manner in order to influence audiences in Twitter. We collected data from the Twitter accounts of the entire brewing industry in Australia, analysing organisational postings and their impact on influence (follower numbers, retweets) of their respective Twitter accounts. In particular, we look at message formulation and language, native platform behaviour, reciprocity and persistency variables. Findings suggest that establishing a larger follower base requires an interactive, one-to-one and reciprocal approach. In order to influence audiences to retweet organisations need to speak the ‘native platform language’ and employ a soft-sell strategy. Maven-like behaviour tends to reside in the small independent craft breweries. We offer the conclusion that these craft breweries have realised that, on social media, a different approach to marketing is required: the organisations must act in a maven-like manner.

Author Biographies

Torgeir Aleti, Monash University

Torgeir is a lecturer in marketing at the department of marketing, Monash Business School.

Paul Harrigan, University of Western Australia

Paul is a senior lecturer in marketing at the University of Western Australia business school.

Marc Cheong, Monash University

Marc is a lecturer at the Faculty of Information Technology Clayton, Monash University.

Will Turner, None

Will is a independent researcher.




How to Cite

Aleti, T., Harrigan, P., Cheong, M., & Turner, W. (2016). An investigation of how the Australian brewing industry influence consumers on Twitter. Australasian Journal of Information Systems, 20.



Research Articles