Youngsub Han, Beomseok Hong,
Hyeoncheol Lee, Kwangmi Kim.
Facing the growing importance
of social media in the marketing field, this study is intended to build a
better understanding of Twitter usage. A total of 73,192 tweets were examined
by message types, devices and platforms used. Instead of relying on the
audience’s response (e.g., survey or experiment) or traditional content
analysis, this study used a data-mining approach and software that are widely
used in the computer science field. Overall findings indicate that individual
users prefer mobile devices to desktops and use more official web pages or
mobile applications provided by Twitter when they tweet, and their most popular
message type was the Singleton, an undirected message with no specific
recipient. However, we also found that tweets generated through business
sources were different from those through official sources in terms of message
type, devices, and the nature. The implications of these findings were
discussed.
Source: http://thejsms.org/index.php/TSMRI/article/view/232
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