Follow Me! Global Marketers' Twitter Use

Social media have grown into a powerful marketing communications tool in the global economy. Marketers dedicate their time and resources to build trust and rapport with consumers through social media, yet a dearth of academic research addresses their use of Twitter.

Follow Me! Global Marketers' Twitter Use

Eun Sook Kwon and Yongjun Sung

Social media have grown into a powerful tool, attracting millions of users, many of whom have integrated these new means of mass communication into their daily lives (boyd and Ellison 2007). Although the first adopters were mainly teenagers, a growing population of 25-34-year-olds and white-collar professionals are social media users who build and maintain existing social relationships (Haythornthwaite 2005) and find new connections based on common interests, political perspectives, or activities (boyd and Ellison 2007). Increasing “connectivity” has led to the dramatic growth of the online...

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