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https://ah.lib.nccu.edu.tw/handle/140.119/116414
題名: | Are you following me? A content analysis of TV networks’ brand communication on Twitter | 作者: | 林芝璇 Lin, Jhih-Syuan Peña, Jorge |
貢獻者: | 廣告系 | 關鍵詞: | Social media marketing; media branding; interaction process analysis; socioemotional and task communication; diffusion of information | 日期: | 2011 | 上傳時間: | 21-Mar-2018 | 摘要: | This study provides a content analysis of television networks’ relational messages on Twitter by employing Bales’s interaction process analysis method. It also explores the phenomena of information diffusion and influence through retweeting behavior. The findings show that television networks employed more task than socioemotional communication across program genres, but suggestions were the most frequently used message content. In addition, more positive than negative socioemotional messages appeared, and socioemotional messages were retweeted more often than task-oriented messages. In response to the ever-changing media marketplace, this study extends the scope of current media branding research and suggests managerial implications for networks’ brand management and relationship-building efforts through social networking sites. | 關聯: | Journal of Interactive Advertising, Vol.12, No.1, pp.17-29 | 資料類型: | article | DOI: | https://doi.org/10.1080/15252019.2011.10722188 |
Appears in Collections: | 期刊論文 |
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10722188.pdf | 298.87 kB | Adobe PDF2 | View/Open |
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