Browsing Student Research Day by Author "Ahrens, Katie"
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Coding Brands on Twitter : How Are Message Choice and Interactivity Associated With Consumers' Brand Loyalty? Fay, Martha J.; Olson, Anne; Vinson, Bethany; Ahrens, Katie; Cousineau, Megan (2018-01-03)Our research aims to identify how brands use Twitter to strengthen brand loyalty through the use of interactivity and strategic messages. We analyzed what types of language and communication stimulate brand loyalty on Twitter.