Are You Following Me? A Content Analysis of TV Networks' Brand Communication on Twitter

This study provides a content analysis of television networks' relational messages on Twitter by employing Bales's interaction process analysis method.

Are You Following Me? A Content Analysis of TV Networks' Brand Communication on Twitter

Jhih-Syuan Lin and Jorge Peña

Social networking sites (SNS) such as Facebook and Twitter have posted double-digit growth and are expected to reach nearly 148 million (or 63.7% of) U.S. Internet users in 2011 and 164.2 million (67%) of them by 2013 (Williamson 2011). Users are spending more time on SNS as well, growing from an average of 3 hours per week in December 2008 to more than 5.5 hours in December 2009 (Nielsenwire 2010a). The increasing popularity of SNS has brought extensive attention...

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