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...