Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction
(2017)
Journal Article
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
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... Read More about Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction.