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Advertising provides useful venues for marketing to promote a company\u2019s survives\/goods to the audience. It has a positive impact on the sale of services or products. In this study, we consider a well\u2010known online medium called Twitter (the fourth most popular social media platform used by marketers) to check its impact on sales. For this purpose, the simple linear regression modeling approach is implemented to test the significance and usefulness of Twitter advertising on sale. Statistical tests such as t<\/jats:italic>\u2010test and correlation test are adopted to test the hypothesis of the \u201cimpact of Twitter advertising on sales.\u201d Based on the findings of this study, it is observed that Twitter advertising has a positive impact on sales. Furthermore, a new statistical model called the exponential T\u2010X exponentiated exponential is introduced. The proposed model is very interesting and possesses heavy\u2010tailed characteristics which are useful in finance and other related sectors. Finally, the applicability of the new model is illustrated by considering the sales data.<\/jats:p>","DOI":"10.1155\/2021\/1346994","type":"journal-article","created":{"date-parts":[[2021,10,21]],"date-time":"2021-10-21T03:50:20Z","timestamp":1634788220000},"update-policy":"http:\/\/dx.doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["The Role of Twitter Medium in Business with Regression Analysis and Statistical Modelling"],"prefix":"10.1155","volume":"2021","author":[{"given":"Jia","family":"Cong","sequence":"first","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0002-2615-1443","authenticated-orcid":false,"given":"Zubair","family":"Ahmad","sequence":"additional","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0003-3859-8397","authenticated-orcid":false,"given":"Basim S.O.","family":"Alsaedi","sequence":"additional","affiliation":[]},{"ORCID":"http:\/\/orcid.org\/0000-0001-8485-3681","authenticated-orcid":false,"given":"Osama 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