文章基本信息

标题：Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction
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作者：Jacky Au Duong ; Frauke Zeller
期刊名称：First Monday
电子版ISSN：1396-0466
出版年度：2017
卷号：22
期号：5
DOI：10.5210/fm.v22i5.6607
语种：English
出版社：University of Illinois at Chicago Library
其他摘要：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.
关键词：Twitter;Imagined Audience;Heteroglossia;Mixed-Methods;Social Media;Case Study;Nike