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.

• Journal Article Type: Article
• Online Publication Date: May 2, 2017
• Publication Date: 2017-05
• Deposit Date: Apr 28, 2023
• Journal: First Monday
• 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