A1 Journal article (refereed), original research

Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market


LUT Authors / Editors

Publication Details
Authors: Hajikhani Arash, Porras Jari, Melkas Helinä
Publication year: 2016
Language: English
Related Journal or Series Information: International Journal of Innovation and Technology Management
JUFO-Level of this publication: 1
Open Access: Not an Open Access publication

Abstract
Marketing is the front end strategy of firms to communicate the value of their product or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm’s marketing strategy. With an analysis of twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.

Last updated on 2018-19-10 at 08:49