Jacky Au Duong
Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction
Au Duong, Jacky; Zeller, Frauke
Abstract
Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.
Citation
Au Duong, J., & Zeller, F. (2017). Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction. First Monday, 22(5), 1-21. https://doi.org/10.5210/fm.v22i5.6607
Journal Article Type | Article |
---|---|
Online Publication Date | May 2, 2017 |
Publication Date | 2017-05 |
Deposit Date | Apr 28, 2023 |
Journal | First Monday |
Electronic ISSN | 1396-0466 |
Publisher | University of Illinois at Chicago Library |
Peer Reviewed | Peer Reviewed |
Volume | 22 |
Issue | 5 |
Pages | 1-21 |
DOI | https://doi.org/10.5210/fm.v22i5.6607 |
Keywords | Twitter, Imagined Audience, Heteroglossia, Mixed-Methods, Social Media, Case Study, Nike |
Public URL | http://researchrepository.napier.ac.uk/Output/3085915 |
Publisher URL | http://journals.uic.edu/ojs/index.php/fm/article/view/6607 |
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