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Home arrow Marketing Research News arrow Latest Market Research Findings arrow Survey finds that Harry Styles is the happiest celebrity on Twitter
Survey finds that Harry Styles is the happiest celebrity on Twitter PDF Print E-mail
Written by Daniel Sims   
30 Sep 2015

One Direction star Harry Styles has emerged as the happiest celebrity on Twitter, according to new research.

The singer topped a worldwide poll of 100 after researchers from the semantic analytics firm, Adoreboard, analysed social media messages stretching back eight months.

They used Toneapi.com to detect and interpret emotions found in text to discover that the 1D idol was the cheeriest of all.

Even though the four members of the band are due to go their separate ways next March after being together for five years, Styles’ popularity definitely hasn’t dropped according to the study.

The data scientists, based at Queen’s University, Belfast, used Toneapi.com to identify emotional patterns in tweets such as joy, rage, anger, surprise, trust and annoyance to determine who was the happiest celebrity posting opinions, views and comments – “higher activation” emotions - on Twitter.

Styles, 21, who looks set to pursue an acting career, was rated No 1 ahead of the singer song writer Adele and the Indian film actor Aamir Khan.

The study also examined why celebrity tweets were either retweeted or considered favourites more than two billion times so far this year.

Chris Johnston, CEO at Adoreboard says that the latest findings provide a unique snapshot of the range of different moods that celebrities feel which could have implications for the way brands and even politicians communicate online.

“Not only is Harry Styles one of the most popular celebs on Twitter with over 24 million followers but is also the most upbeat in terms of mood. Styles has become a global brand and like any brand is conscious how he communicates online. The study provides a new dimension by looking at the impact of specific emotions that people communicate on platforms like Twitter. As part of the research we’ve identified that those celebrities that express strong emotions like joy or rage on Twitter are more likely to receive retweets or favourites. We found that the strength of each emotion expressed by a celebrity - known as their ‘activation levels’ - provides a good indicator as to how often they will be retweeted.”

Soccer stars Cristiano Ronaldo (7) and Wayne Rooney (15), the X-Factor’s Simon Cowell (18), and India’s Prime Minister Narendra Modi are also among the top 20 with the Dalai Lama (13) rated the most ecstatic of all the 100. US singer Chris Brown was the least happy, according to the survey.

The research is part of a campaign aimed at increasing people’s awareness of how they communicate emotions in written text ranging from e-mails to Press releases. People can log onto Toneapi.com to find out levels of emotions expressed in any written content.

Gary McKeown, an expert in communication and emotions at the School of Psychology at Queen’s said: “Humans are constantly trying to align themselves to others they value in their social group and we pay particular interest to emotions and feelings of others. We are emotionally curious beings.

“This translates to online and broadcast worlds in which we pay attention to celebrities who are, in some ways, virtual social group members that we value. More intense emotions are likely to attract more attention and can prime action tendencies in an observer. In an online setting this would typically mean an increased likelihood of a retweet, a favourite or a like.”
 
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