Coding Brands on Twitter : How Are Message Choice and Interactivity Associated With Consumers' Brand Loyalty?

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Date
2018-01-03
Author
Fay, Martha J.
Olson, Anne
Vinson, Bethany
Ahrens, Katie
Cousineau, Megan
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Abstract
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.
Subject
Brand loyalty
Marketing
Twitter
Consumerism
Social media
Posters
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http://digital.library.wisc.edu/1793/77741
Description
Color poster with text, graphs, charts, and tables.
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