IS TODAY A POSTING DAY? A CROSS-CULTURAL STUDY ON TWITTER

Objective: The study aims to analyze the week's day's effect on Twitter users' engagement. Method: This is quantitative, conclusive and, descriptive research, with data collection by observation and analysis via a T-test. We analyzed 51,967 posts made by 45 professional profiles with the highest number of followers from five countries (Argentina, Brazil, Canada, USA, and Mexico) for 24 months. Originality/Relevance: The study addresses academic and marketers' relevance to evaluate posts to deepen knowledge about social media engagement, especially Twitter. The results indicated the effects of the day of posting and the country's profile on Twitter engagement. Results: The study revealed that Saturday and Sunday are the days with the lowest average number of posts but present a higher average in the two engagement variables. There was a statistically significant and positive difference in the retweet variable in posts over the weekend. The favorite variable showed no statistical difference. The results show differences in the behavior of users in the five countries to engagement. Theoretical/methodological contributions: The study advances in the literature about the influence of the week's day on engagement and cultural differences between the country on engagement. Managerial/social contributions: The study provides sums for the planning of posts by marketers aiming at greater engagement on Twitter, according to the day and country in which this content is made available. Keywords: Social media marketing. Engagement. Posting day. Twitter.