How does industry use social networking sites? An analysis of corporate dialogic uses of Facebook, Twitter, YouTube, and LinkedIn by industry type

How does industry use social networking sites? An analysis of corporate dialogic uses of... This study examines the corporate dialogic uses of four types of social networking sites (SNSs) (Facebook, Twitter, YouTube, and LinkedIn) with the public and their differences by industry type. The results suggest that corporations have integrated SNS uses, and use SNSs in different ways according to the characteristics and purposes provided by each SNS. In most cases, retailers and communications and transportation companies actively use SNSs and frequently interact with the public. In addition, Facebook was the leading tool for the dialogic feedback loop, as the dialogic interaction index of Facebook was much higher than that of Twitter. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

How does industry use social networking sites? An analysis of corporate dialogic uses of Facebook, Twitter, YouTube, and LinkedIn by industry type

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Publisher
Springer Netherlands
Copyright
Copyright © 2013 by Springer Science+Business Media Dordrecht
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-013-9910-9
Publisher site
See Article on Publisher Site

Abstract

This study examines the corporate dialogic uses of four types of social networking sites (SNSs) (Facebook, Twitter, YouTube, and LinkedIn) with the public and their differences by industry type. The results suggest that corporations have integrated SNS uses, and use SNSs in different ways according to the characteristics and purposes provided by each SNS. In most cases, retailers and communications and transportation companies actively use SNSs and frequently interact with the public. In addition, Facebook was the leading tool for the dialogic feedback loop, as the dialogic interaction index of Facebook was much higher than that of Twitter.

Journal

Quality & QuantitySpringer Journals

Published: Jul 28, 2013

References

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