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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/116414

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/116414

Title:	Are you following me? A content analysis of TV networks’ brand communication on Twitter
Authors:	林芝璇 Lin, Jhih-Syuan Peña, Jorge
Contributors:	廣告系
Keywords:	Social media marketing;media branding;interaction process analysis;socioemotional and task communication;diffusion of information
Date:	2011
Issue Date:	2018-03-21 17:35:36 (UTC+8)
Abstract:	This study provides a content analysis of television networks’ relational messages on Twitter by employing Bales’s interaction process analysis method. It also explores the phenomena of information diffusion and influence through retweeting behavior. The findings show that television networks employed more task than socioemotional communication across program genres, but suggestions were the most frequently used message content. In addition, more positive than negative socioemotional messages appeared, and socioemotional messages were retweeted more often than task-oriented messages. In response to the ever-changing media marketplace, this study extends the scope of current media branding research and suggests managerial implications for networks’ brand management and relationship-building efforts through social networking sites.
Relation:	Journal of Interactive Advertising, Vol.12, No.1, pp.17-29
Data Type:	article
DOI link:	https://doi.org/10.1080/15252019.2011.10722188
DOI:	10.1080/15252019.2011.10722188
Appears in Collections:	[Department of Advertising] Periodical Articles

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