The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Content analysis in the impact of twitter message type on Receiver Response

트위터 메시지 유형이 메시지 수용자 반응에 미치는 영향에 관한 내용분석 연구

  • Received : 2014.10.25
  • Accepted : 2014.08.07
  • Published : 2014.12.30
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Abstract

This study is intended to examine two issues related with social media messages. At first, the authors investigate that how they can categorize messages in the social media and how corporate twitters and brand twitters communicate with consumers. Secondly, after dividing messages in the social media into several groups, the authors investigate how each type of messages differ one another in terms of the consumer response. For examining these research issues, the authors gather twitter message data of global top 100 brands and categorize messages into 5 types (i.e., interactivity, diversion, information sharing, promotional, content) based on the motivation of communication and the format of the messages. Especially, the authors use content analysis methodology, which is normally used as the qualitative approach, in order to identify the type of messages. Furthermore, the authors present interactivity type of messages can communicate better with consumers and induce more favorable responses from consumers in the social media than any other type of messages. This research can provide implications in terms of theoretical, methodological, and managerial perspective.

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References

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