Research Output
Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction
  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.

  • Type:

    Article

  • Date:

    02 May 2017

  • Publication Status:

    Published

  • DOI:

    10.5210/fm.v22i5.6607

  • Funders:

    Historic Funder (pre-Worktribe)

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

Authors

Keywords

Twitter, Imagined Audience, Heteroglossia, Mixed-Methods, Social Media, Case Study, Nike

Monthly Views:

Available Documents