Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.

There appears to be a one-way effect of alcohol marketing exposure on adolescents' alcohol use over time, which cannot be explained by either previous drinking or exposure to non-alcohol-branded marketing.

Next to attracting new financial donors, the need to forge first-time donors' willingness to continue donating is a critical concern for charitable organizations. This study examined the differences in repeat donation intention (REP-DON) of Dutch and American donors and the factors influencing such intention. Results showed that REPDON is significantly higher among American than among Dutch respondents. Furthermore, REPDON among Dutch and America donors depends on their affinity with the cause of the charitable organization. Trust in the charitable organization is only relevant for Dutch respondents, while for American donors belief in the efficacy of their contribution predicts their intention to continue donating. Although a moral obligation to donate is known to influence first time donation, the variable was not found to affect REPDON in both countries.

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