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Title:
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ANALYSIS OF CORPORATE TWITTER USAGE TYPES AND INFLUENCE VISUALIZATION ON KEY PLAYERS |
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Author(s):
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Sangeun Park, Eunjung Jo, Hyungjung Lee, Seongmin Mun, Kyungwon Lee |
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ISBN:
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978-989-8533-41-8 |
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Editors:
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Piet Kommers and Guo Chao Peng |
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Year:
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2015 |
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Edition:
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Single |
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Keywords:
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Social media marketing, Usage type, Retweet, Key player, Influence visualization, ANOVA. |
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Type:
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Full Paper |
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First Page:
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122 |
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Last Page:
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131 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This research aims to analyze Twitter marketing strategies by focusing on tweets posted by four corporate Twitter accounts. We classified the posts by the four accounts into six types: daily life, general public relation (PR), event, professional information, customer service and retweet. We aimed to identify key players using an influence formula and gave a clear sense by visualization. According to the study results, retweet type is the most common among usage types, in terms of corporate tweeters; the event-type tweet was responded and retweeted most often by followers. It is expected that, based on the results of the study, a company can use the Twitter as an effective marketing tool by understanding the situation of each company and developing a customized strategy accordingly. |
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