Twitter as an advertising and corporate communication channel

Araceli Castelló-Martínez
Cristina Del Pino-Romero
Irene Ramos-Soler

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Published: 2014-04-01
DOI: https://doi.org/10.15581/003.27.35994
Keywords:
Marketing, Communication, Advertising, Internet, Social Networks, Twitter.

How to Cite

Twitter as an advertising and corporate communication channel. (2014). Communication & Society, 27(2), 21-54. https://doi.org/10.15581/003.27.35994
298

Abstract

The article studies the use of Twitter as a corporate and advertising communication channel. With this purpose, it is carried out an analysis of content on profiles on this platform of main advertisers in Spain, according to the ranking of InfoAdex. The studied variables focus on the description of profiles of advertisers, the frequency of publication, the type of publications and the interaction obtained from users, analyzing the ability of advertisers to disseminate content and generate conversation, on the one hand, and the reputation gained in this microblogging network, on the other.
Keywords:
Marketing, Communication, Advertising, Internet, Social Networks, Twitter.

Authors

Araceli Castelló-Martínez
Universidad de Alicante.
Cristina Del Pino-Romero
Universidad Carlos III de Madrid.
Irene Ramos-Soler
Universidad de Alicante.


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Issue

Vol. 27 No. 2 (2014)

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Articles

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