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Do you trust my tweet? Return on Investment of Social Media: a study about @Twitter investigating the effect of message intention in the followers’ level of trust

Naumann, J. (2013) Do you trust my tweet? Return on Investment of Social Media: a study about @Twitter investigating the effect of message intention in the followers’ level of trust.

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Abstract:Recently, the interaction between society and the business world has experienced a shift towards digital, online mass communication- in short: it strongly includes social media platforms. Marketing through these platforms can not only be integrated in a business-to-consumer (B2C) setting. Business-to-business (B2B) oriented companies also include social media as communication systems to engage interactively with their customers. The inclusion of social media in the marketing strategy of a company leads to the question: What is the return of investment (ROI) of social media? This paper elaborates on a model to determine ROI of social media by investigating the effect of message intention on the level of trust of the customer towards the company. For this, the usage of Twitter in a B2B context was analysed. Two Intel and two Oracle Twitter accounts were monitored over one month, observing the message intentions entailed in the tweets and evaluating its relationship with the companies’ level of trust. The outcome of the analysis proves that there is no significant relationship between sending message intention and trust, and that interacting message intention does not improve the level of trust of companies.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
Link to this item:http://purl.utwente.nl/essays/63676
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