"Tweet this" - Engaging stakeholders on Twitter

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Marjamäki, Essi
dc.date.accessioned 2015-11-04T13:21:21Z
dc.date.available 2015-11-04T13:21:21Z
dc.date.issued 2015
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/18450
dc.description.abstract Objective of the Study: The objective of the study was to find out what kind of content and communication on Twitter best engages stakeholders. Ultimately, the study aimed at presenting implications on how companies can develop their Twitter presence to better serve their followers' needs and expectations. The study aimed to answer three research questions: (1) What kind of relationship do companies' Twitter followers have with the companies they follow?, (2) What type of Twitter content and communication do companies' Twitter followers perceive the most engaging?, (3) What perceptions do Twitter users have about commercial content on companies' Twitter pages? Methodology and the Analytical Framework: The study used a qualitative research approach. Thematic, semi-structured interviews were used as a data collection method, and a total of eight interviews were conducted: seven with Twitter users who followed companies on Twitter and, in addition, one with a Twitter communication specialist. Findings and Conclusions: The study resulted in three main findings: (1) Companies' Twitter followers have a special relationship with the company, which leads them to follow a company on Twitter. (2) The Twitter followers have varying preferences in companies' Twitter content; however, catchy headlines and text followed by hyperlinks are perceived as most engaging content whereas pictures are preferred as attention-grabbers. (3) Twitter followers' perceptions toward commerciality are positive due to the fact that they have voluntarily decided to star following the companies. Commercial content is accepted as long as it is not too direct and frequent. These findings suggest that companies could improve the Twitter communication in three areas: focus on identifying stakeholders on Twitter and turning them into fans, pay more attention to the types of content tweeted to make it more engaging, make sure the commercial content is embedded and not too frequent. en
dc.format.extent 97
dc.language.iso en en
dc.title "Tweet this" - Engaging stakeholders on Twitter en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.contributor.department Department of Management Studies en
dc.subject.keyword corporate communication
dc.subject.keyword international business communication
dc.subject.keyword social media
dc.subject.keyword Twitter
dc.subject.keyword stakeholder engagement
dc.subject.keyword stakeholder communication
dc.identifier.urn URN:NBN:fi:aalto-201511055021
dc.type.dcmitype text en
dc.programme.major MSc program in Corporate Communication en
dc.programme.major MSc program in Corporate Communication fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon media
dc.subject.helecon media
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon kansainvälinen
dc.subject.helecon international
dc.subject.helecon verkostot
dc.subject.helecon networks
dc.subject.helecon yhteisöt
dc.subject.helecon communities
dc.subject.helecon sitoutuminen
dc.subject.helecon commitment
dc.ethesisid 14124
dc.date.dateaccepted 2015-09-11
dc.location P1 I

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