政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/116414

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113303/144284 (79%)
Visitors : 50794226 Online Users : 488

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/116414

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/116414

Title:	Are you following me? A content analysis of TV networks’ brand communication on Twitter
Authors:	林芝璇 Lin, Jhih-Syuan Peña, Jorge
Contributors:	廣告系
Keywords:	Social media marketing;media branding;interaction process analysis;socioemotional and task communication;diffusion of information
Date:	2011
Issue Date:	2018-03-21 17:35:36 (UTC+8)
Abstract:	This study provides a content analysis of television networks’ relational messages on Twitter by employing Bales’s interaction process analysis method. It also explores the phenomena of information diffusion and influence through retweeting behavior. The findings show that television networks employed more task than socioemotional communication across program genres, but suggestions were the most frequently used message content. In addition, more positive than negative socioemotional messages appeared, and socioemotional messages were retweeted more often than task-oriented messages. In response to the ever-changing media marketplace, this study extends the scope of current media branding research and suggests managerial implications for networks’ brand management and relationship-building efforts through social networking sites.
Relation:	Journal of Interactive Advertising, Vol.12, No.1, pp.17-29
Data Type:	article
DOI 連結:	https://doi.org/10.1080/15252019.2011.10722188
DOI:	10.1080/15252019.2011.10722188
Appears in Collections:	[廣告學系] 期刊論文

Files in This Item:

File	Description	Size	Format
10722188.pdf		298Kb	Adobe PDF2	469	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...