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عنوان انگلیسی مقاله:
Entifying your brand among Twitter-using millennials
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بخشی از مقاله انگلیسی :
Initial interest was driven by our observation that students frequently checked their Twitter feeds in class while we were teaching. Yet despite Twitter’s intrusiveness, the extant literature offered limited insight regarding the platform’s brand-building potential. In search of actionable insights that could speak to managers about the branding power of Twitter, we conducted three focus groups. Participants were self-described heavy users of Twitter (i.e., constantly engaged in checking Twitter feeds on their smartphones regardless of what else was occurring around them) pursuing undergraduate marketing majors or minors at a business school. They had all completed the introductory course in marketing, enrolled in one or more advanced marketing courses, and were more fluent on issues related to branding and media than those pursuing other majors (ages 20—24). All were informed that our purpose was to gain insights into branding via Twitter, and asked to participate; no incentive was provided for participation. BUSHOR-1208; No. of Pages 9 2 H.C. Sashittal et al. Each focus group included eight participants and lasted between 50 and 70 minutes; all were videotaped by student volunteers. The focus group discussions were structured to the extent that participants were asked to describe how they interacted with brands via Twitter. In the first round of data analysis, the video recordings were viewed independently by researchers. Excerptswere transcribed, andthemesin the data were identified by each co-author. Later, the co-authorsjointly viewed the tapesto verify evidence ofthe insights drawn from the data. The findings about brand entification presented here resulted from an iterative process of reviewing videos and constructing arguments based on actual quotes. They apply mostly to Twitter-using millennials currently enrolled in college. Considerable confirmatory evidence from future
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کلمات کلیدی:
Why Do Millennials Use Facebook and Twitter? - MarketingCharts www.marketingcharts.com/.../why-do-millennials-use-facebook-and-twitter-52812/ Mar 24, 2015 - That was the top reason given by Millennials for using Twitter, however. ... brands (by 38% of respondents), with Twitter (19%) next among the ... Rajendran Sriramachandramurthy - Google Scholar Citations scholar.google.com/citations?user=LPl9JZIAAAAJ&hl=en Rochester Institute of Technology - saunders.rit.edu Case Version: Entifying your brand among Twitter-using millenials ... Interact with me on my terms: a four segment Facebook engagement framework for ... How Do Brands Effectively Reach Millennials on Twitter? | Millennial ... www.millennialmarketing.com/.../how-do-brands-effectively-reach-millennials-on-twi... Instead companies need to know how to use Twitter to build a listening and ... Millennials are the most engaged and often the greatest influencers among their ... Toward a Tweet Typology: Contributory Consumer Engagement With ... www.tandfonline.com/doi/full/10.1080/15252019.2016.1208125?af=R Scholars have studied the use of Twitter by brands and companies, in areas such as .... The key difference between a retweet and a like is the intentional sharing ...... “Entifying Your Brand among Twitter-Using Millennials,” Business Horizons, ...
