Spokes-character usage as a marketing tool on Twitter

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dc.contributor Khang, Hyoungkoo
dc.contributor Lowrey, Wilson Hugh
dc.contributor.advisor Kinney, Lance T.
dc.contributor.author Ireland, Jennifer Marie
dc.date.accessioned 2017-03-01T16:55:00Z
dc.date.available 2017-03-01T16:55:00Z
dc.date.issued 2013
dc.identifier.other u0015_0000001_0001450
dc.identifier.other Ireland_alatus_0004M_11779
dc.identifier.uri https://ir.ua.edu/handle/123456789/1913
dc.description Electronic Thesis or Dissertation
dc.description.abstract This research investigates how marketers use spokes-characters on Twitter to communicate with consumers subscribing to the character's Twitter feed. This research content analyzes Twitter posts for 20 spokes-characters representing a variety of brands and different product categories. A random sample of 2,691 tweets were selected to be analyzed for content, links, and timing. The results proved several relationships between different spokes-character demographics and their tweeting habits. When compared to male characters, female characters are significantly more likely to tweet original content, while males are significantly more likely than females to respond to queries. The most frequently tweeted type of content for all characters is pass along content, with news being the least frequently observed content category. Significant content differences are observed between spokes-characters based upon the spokes-character's gender, appearance and product type represented. When all characters are considered, most spokes-characters tweet during weekday mornings. Similar patterns are observed for monthly tweet activity: tweet frequency peaks in the summer, and declines during the October, November and December.
dc.format.extent 76 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Communication
dc.title Spokes-character usage as a marketing tool on Twitter
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. Dept. of Advertising and Public Relations
etdms.degree.discipline Advertising Public Relations
etdms.degree.grantor The University of Alabama
etdms.degree.level master's
etdms.degree.name M.A.


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