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College-aged young consumers’ interpretation of Twitter and marketing information on Twitter

College-aged young consumers’ interpretation of Twitter and marketing information on Twitter Purpose – The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter. Design/methodology/approach – The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data. Findings – Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun. Originality/value – The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Emerald Publishing

College-aged young consumers’ interpretation of Twitter and marketing information on Twitter

Chen, Huan
Young Consumers , Volume 16 (2): 14 – Jun 15, 2015
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1747-3616
DOI
10.1108/YC-06-2014-00447
Publisher site
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Abstract

Purpose – The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter. Design/methodology/approach – The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data. Findings – Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun. Originality/value – The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers.

Journal

Young Consumers – Emerald Publishing

Published: Jun 15, 2015

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