Interactive or reactive? Marketing with Twitter

Burton, Suzan; Soboleva, Alena

doi:10.1108/07363761111181473

Cited by 171 publications

(106 citation statements)

References 24 publications

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“…By using hashtags, organisations are classifying their tweets according to the wider, relevant conversations taking place on Twitter. Hashtagged keywords link the tweet to an existing conversational topic -or create one from scratch -for others to join (Burton & Soboleva, 2011). This recognises the power of C2C conversations on social media (Bruns & Burgess, 2012;Libai et al, 2010), which are enabled by hashtags on Twitter.…”

Section: H2a More Frequent Use Of Pictures and Videos In Tweets Is Pomentioning

confidence: 99%

An investigation of how the Australian brewing industry influence consumers on Twitter

Aleti

Harrigan

Cheong

et al. 2016

AJIS

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In this paper we develop and test hypotheses around organisations' behaviour on social media and its effect on consumers' responses. We draw on the notion of the market maven to underpin the research and suggest that organisations on social media need to focus on acting in a maven-like manner in order to influence audiences in Twitter. We collected data from the Twitter accounts of the entire brewing industry in Australia, analysing organisational postings and their impact on influence (follower numbers, retweets) of their respective Twitter accounts. In particular, we look at message formulation and language, native platform behaviour, reciprocity and persistency variables. Findings suggest that establishing a larger follower base requires an interactive, one-to-one and reciprocal approach. In order to influence audiences to retweet organisations need to speak the 'native platform language' and employ a soft-sell strategy. Maven-like behaviour tends to reside in the small independent craft breweries. We offer the conclusion that these craft breweries have realised that, on social media, a different approach to marketing is required: the organisations must act in a mavenlike manner.

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Section: H2a More Frequent Use Of Pictures and Videos In Tweets Is Pomentioning

confidence: 99%

An investigation of how the Australian brewing industry influence consumers on Twitter

Aleti

Harrigan

Cheong

et al. 2016

AJIS

View full text Add to dashboard Cite

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“…(Burton and Soboleva, 2011;Coulter and Roggeveen, 2012;Logan et al, 2012;Bonson and Ratkai, 2013;Rohm et al, 2013). These studies usually focus on 140 IJPPM 65,2 owned SM sources (i.e.…”

Section: Literature Review: Pms and Smmentioning

confidence: 99%

Social media and performance measurement systems: towards a new model?

Sidorova

Arnaboldi

Radaelli

2016

International Journal of Productivity and Performance Management

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Access to this document was granted through an Emerald subscription provided by emeraldsrm: 463825 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Downloaded by Politecnico di Milano At 07:27 24 March 2016 (PT)Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -The framework of the research was constructed to cover the technical component of PMS (measurement methods and indicators) and the use of the information obtained from SM. Empirically, the study is based on a set of case studies in eight companies.Findings -The study findings offer a theoretical and empirical framework to evaluate PMS in the era of SM. It provides a classification of SM metrics, key performance indicators correlated to their use within different departments belonging to eight companies, highlighting the benefits and threats of SM information for PMS.Research limitations/implications -The limitation of this study is the diversity of industries included into the multiple-case study. The authors choose cases with the aim of providing a broader view on the impact of SM on PMS. However, the results show the dependency of use and type of measurement on certain industries, requiring future research focused on specific sectors or PMS aspects. Practical implications -The paper provides a map of SM information measurement methods and use, which allows companies to position themselves and examine PMS evolution. Originality/value -The results of the paper propose a holistic model, employing SM as a new variable in PMS.

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“…Social media can be an economic alternative especially for entrepreneurs and smaller businesses, as low costs are needed, apart from working hours. Nevertheless, many companies have not yet realised the potential of social media and even those who use them often do it in an inconsistent way (Burton and Soboleva, 2011).…”

Section: Social Media and Marketingmentioning

confidence: 99%

Social media marketing as an entrepreneurial learning process

Lagrosen

Josefsson

2011

IJTMKT

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Abstract:The purpose for this paper is to explore social media marketing from the perspective of entrepreneurial learning. The theoretical basis consists of contributions from the fields of organisational learning and entrepreneurship. An empirical study involving ten companies has been carried out. The data were analysed with methods inspired by grounded theory. Categories describing the companies' social media presence from an entrepreneurial learning perspective are provided. The value of using organisational learning as a framework for social media marketing is shown. Thus, the paper presents a novel way of studying social media activities which should contribute to the theoretical fields of organisational learning and entrepreneurship as well as to the understanding of social media marketing. For practitioners, the findings provide additional knowledge that should be useful for their own social media activities.

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Interactive or reactive? Marketing with Twitter

Cited by 171 publications

References 24 publications

An investigation of how the Australian brewing industry influence consumers on Twitter

An investigation of how the Australian brewing industry influence consumers on Twitter

Social media and performance measurement systems: towards a new model?

Social media marketing as an entrepreneurial learning process

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