Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications

被引：172

作者：

Swani, Kunal ^{[1
]}

Brown, Brian P. ^{[2
]}

Milne, George R. ^{[3
]}

机构：

[1] Wright State Univ, Raj Soin Coll Business, Dayton, OH 45435 USA

[2] Virginia Commonwealth Univ, VCU Sch Business, Richmond, VA 23284 USA

[3] Univ Massachusetts, Isenberg Sch Management, Amherst, MA 01003 USA

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2014年 / 43卷 / 05期

关键词：

B2B advertising; Twitter; Longitudinal content analysis; Message appeals; Social media; BUSINESS-TO-BUSINESS; MEDIA; MODEL; FACEBOOK; WORD; DIMENSIONS; MESSAGE; APPEALS; USAGE; ADS;

D O I：

10.1016/j.indmarman.2014.04.012

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Business-to-business (B2B) marketers hesitate to embrace social media as a marketing tool, unlike their business-to-consumer (B2C) counterparts, and they struggle to implement successful social media strategies due to their limited understanding of the phenomenon. Drawing on communication and word-of-mouth theories, the authors investigate how marketers use Twitter differently across contexts and predict key factors likely to influence the message strategies used in each. A longitudinal content analysis and logistic regression support the assessment of a sample of more than 7000 tweets by Fortune 500 companies. Marketers in B2B and B2C settings exhibit significant differences in their branding and selling strategies; their use of message appeals; and the use of cues, links, and hashtags to support information searches. Whereas B2B marketers tend to use more emotional than functional appeals in their tweets, neither B2C nor B2B marketers have adopted "hard sell" message strategies. (C) 2014 Elsevier Inc. All rights reserved.

引用

页码：873 / 881

页数：9

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