The Social Marketing Aspects Of Twitter - 1209 Words

Research Project 1: Comparing Brand Project This literature review will mainly discuss some literatures that address on the social marketing aspects of Twitter. With the growing accessibility of the internet, social media does not only change the dynamics of sustaining human relationships (O’ Brien, 2011), but enables consumers to establish a social community within a brand. Businesses center their marketing strategy on social media branding because active engagement implies the domino effects following the robust electronic word of mouth (eWOM). Barton (2006) defines eWOM as a statement made by potential customers about a brand or a product, which potentially generates interest in the category of products and influences purchasing†¦show more content†¦Expanding beyond microblogs, the ease and openness of messages have made Twitter the best alternative to reporting and accessing emergencies news such as earthquakes and political movements (Muralidharan et al., 2011). More importantly, Jansen, Zhang, Sobel and C howdhury (2009) reported that approximately one-quarter of the tweets touches on brands, among which users seek to provide information or express opinions about the brand. Consistently, Zhang, Jansen Chowdhury (2011) indicated that Twitter provides a rich plethora of resources for companies to grasps consumers’ taste, trends and promote campaigns through engaging in the eWOM communication process. As shown, social media platforms become an essential channel for brands to gather audiences and heighten brand awareness, but no studies have analysed the well-established Twitter community of big brands as a good reference. It is worthy examining how the biggest brands such as McDonalds and KFC manipulate their tweets on Twitter and uncover the type of messages that both food giants deliver. There has been a mixture of views among researchers regarding the success measurements of social marketing (Baumgartner, 2014). The importance of maximising tweets in social branding is emphasized in Keller (2007)’s study. Regardless of the nature of the tweet material, Keller argues that the more frequent a brand tweets, the more probably it will attend to specific customers. While