What Will Influence Customer's Engagement the Strategies and Goals of Tweet

This paper aims to find the correlation between customer's engagements with the tweet. This paper use Adidas official Twitter accounts as the sample, develop a model to evaluative each tweet with six strategies (celebrity, entertainment, storytelling, product information, megaevent, link) and three goals (brand build, product sale, marketing campaign). In addition, by using CBE theory, this paper wants to release the correlation between each customer's engagements. This paper finds storytelling, product information, and product sale will have a positive influence on customer engagement; others have negative or irrelevant impact. Meanwhile, customer's engagement does not correlate; however, the higher rate of quote, the more positive quote will get. Marketing managers can use these findings to decide online marketing strategy.