Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications

Industrial Marketing Management

Volumn 43, Issue 5, 2014, Pages 873-881

  Swani, Kunal ^a   Brown, Brian P ^b   Milne, George R ^c  

^a WRIGHT STATE UNIVERSITY   (United States)

^b VIRGINIA COMMONWEALTH UNIVERSITY   (United States)

^c UNIVERSITY OF MASSACHUSETTS   (United States)

Author keywords

B2B advertising; Longitudinal content analysis; Message appeals; Social media; Twitter

Indexed keywords

EID: 84903819909     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2014.04.012     Document Type: Article

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