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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 21-三月-2018 17:35:36 (UTC+8)
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
dc.contributor 廣告系zh_Tw
dc.creator (作者) 林芝璇zh_TW
dc.creator (作者) Lin, Jhih-Syuanen_US
dc.creator (作者) Peña, Jorgeen_US
dc.date (日期) 2011en_US
dc.date.accessioned 21-三月-2018 17:35:36 (UTC+8)-
dc.date.available 21-三月-2018 17:35:36 (UTC+8)-
dc.date.issued (上傳時間) 21-三月-2018 17:35:36 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/116414-
dc.description.abstract (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.en_US
dc.format.extent 306042 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Journal of Interactive Advertising, Vol.12, No.1, pp.17-29
dc.subject (關鍵詞) Social media marketing; media branding; interaction process analysis; socioemotional and task communication; diffusion of informationen_US
dc.title (題名) Are you following me? A content analysis of TV networks’ brand communication on Twitterzh_TW
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/15252019.2011.10722188
dc.doi.uri (DOI) https://doi.org/10.1080/15252019.2011.10722188