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Return on investment of social media: an exploratory study on the impact of message intention to the trust of followers on Twitter

Klaver, L. (2013) Return on investment of social media: an exploratory study on the impact of message intention to the trust of followers on Twitter.

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Abstract:Nowadays companies often use Twitter to communicate and create interaction with business partners and end-consumers. Question however, remains whether the use of Twitter is effective and results in a positive Return on Investment (ROI). On the basis of a provided ROI model by Favier (2012), this paper will explore the influence of the message intention of a Tweet on the trust level of the Twitter followers. A multiple regression analysis was conducted to explain the influence of the five types of message intention; expressive, conative, informative, phatic & meta-linguistic, and trust
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/63739
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