Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets

Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing communications 2014, Vol.20 (1-2), p.129-146
Hauptverfasser:	Wood, Natalie T., Burkhalter, Janée N.
Format:	Artikel
Sprache:	eng
Schlagworte:	Blogs brand familiarity Celebrities celebrity endorsers Sales promotions social media Social networks source credibility Studies Text messaging Twitter
Online-Zugang:	Volltext
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