Optimal Matching Model of Social Support: An Examination of How National Product and Service Companies Use Twitter to Respond to Consumers

Knight, Martha; Carpenter, Serena
March 2012
Southwestern Mass Communication Journal;Spring2012, Vol. 27 Issue 2, p21
Academic Journal
This research examines how four product and service-oriented companies use Twitter to engage with consumers through a quantitative content analysis of tweet threads (n=431). This analysis specifically examines whether company type (product vs. service) and consumer tone (negative vs. positive) are related to company social support (emotional, informational, and instrumental). Results indicate that variations in company type and tone related to variations in social support. The results also show national companies do not use Twitter to promote community, but rather use it to enhance customer service.


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