Spokes-character usage as a marketing tool on Twitter

Simple item page
dc.contributorKhang, Hyoungkoo
dc.contributorLowrey, Wilson Hugh
dc.contributor.advisorKinney, Lance T.
dc.contributor.authorIreland, Jennifer Marie
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-03-01T16:55:00Z
dc.date.available2017-03-01T16:55:00Z
dc.date.issued2013
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractThis 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.en_US
dc.format.extent76 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0001450
dc.identifier.otherIreland_alatus_0004M_11779
dc.identifier.urihttps://ir.ua.edu/handle/123456789/1913
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.titleSpokes-character usage as a marketing tool on Twitteren_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
file_1.pdf
Size:
675.3 KB
Format:
Adobe Portable Document Format
Download

Collections

Theses and Dissertations
Theses and Dissertations - Department of Advertising and Public Relations