Why we twitter: understanding microblogging usage and communities
Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis
Twitter power: Tweets as electronic word of mouth
Journal of the American Society for Information Science and Technology
Who interacts on the Web?: The intersection of users' personality and social media use
Computers in Human Behavior
Everyone's an influencer: quantifying influence on twitter
Proceedings of the fourth ACM international conference on Web search and data mining
Who says what to whom on twitter
Proceedings of the 20th international conference on World wide web
| Hi-index | 0.00 |
The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities' Twitter activity, Kotler's 1992 model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.