How the larger corporations engage with stakeholders through Twitter
Lilia Ivana Mamic and Isidoro Arroyo Almaraz
Rey Juan Carlos University
Introduction
Recent years have witnessed the arrival of a completely different way of understanding the world. Interactivity and collaboration are now the foundations of the Web 2.0. These characteristics, along with the communication technological developments that made them possible, transform our way of being and living in the world, but especially how we relate to one another.
Different studies have analysed the way government agencies (Small 2010; Grant, Moon & Grant 2011; Yoon & Park 2011), corporations (Stelzner 2009;...