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Marketing with Twitter: Challenges and Opportunities

Marketing with Twitter: Challenges and Opportunities

Alena Soboleva, Suzan Burton, Aila Khan
Copyright: © 2015 |Pages: 39
ISBN13: 9781466684089|ISBN10: 1466684089|EISBN13: 9781466684096
DOI: 10.4018/978-1-4666-8408-9.ch001
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MLA

Soboleva, Alena, et al. "Marketing with Twitter: Challenges and Opportunities." Maximizing Commerce and Marketing Strategies through Micro-Blogging, edited by Janée N. Burkhalter and Natalie T. Wood, IGI Global, 2015, pp. 1-39. https://doi.org/10.4018/978-1-4666-8408-9.ch001

APA

Soboleva, A., Burton, S., & Khan, A. (2015). Marketing with Twitter: Challenges and Opportunities. In J. Burkhalter & N. Wood (Eds.), Maximizing Commerce and Marketing Strategies through Micro-Blogging (pp. 1-39). IGI Global. https://doi.org/10.4018/978-1-4666-8408-9.ch001

Chicago

Soboleva, Alena, Suzan Burton, and Aila Khan. "Marketing with Twitter: Challenges and Opportunities." In Maximizing Commerce and Marketing Strategies through Micro-Blogging, edited by Janée N. Burkhalter and Natalie T. Wood, 1-39. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8408-9.ch001

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Abstract

The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and Luxury industries, this chapter presents measures which can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter. It discusses the factors that predict consumer engagement with organizational tweets, and different Twitter strategies that have been successfully (and less successfully) used by leading global brands. We also consider the implications for marketing with Twitter, for these and for smaller organizations.

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