  Twitter has been increasingly used for spreading messages about campaigns.
Such campaigns try to gain followers through their Twitter accounts, influence
the followers and spread messages through them. In this paper, we explore the
relationship between followers sentiment towards the campaign topic and their
rate of retweeting of messages generated by the campaign. Our analysis with
followers of multiple social-media campaigns found statistical significant
correlations between such sentiment and retweeting rate. Based on our analysis,
we have conducted an online intervention study among the followers of different
social-media campaigns. Our study shows that targeting followers based on their
sentiment towards the campaign can give higher retweet rate than a number of
other baseline approaches.

Social and Information Networks;Physics and Society