Analysis of corporate twitter usage types and influence visualization on key players

Sangeun Park; Eunjung Jo; Hyungjung Lee; Seongmin Mun; Kyungwon Lee

Analysis of corporate twitter usage types and influence visualization on key players

Sangeun Park
, Eunjung Jo
, Hyungjung Lee
, Seongmin Mun
, Kyungwon Lee

Department of English Language & Literature

Ajou University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This research aims to analyze Twitter marketing strategies by focusing on tweets posted by four corporate Twitter accounts. We classified the posts by the four accounts into six types: daily life, general public relation (PR), event, professional information, customer service and retweet. We aimed to identify key players using an influence formula and gave a clear sense by visualization. According to the study results, retweet type is the most common among usage types, in terms of corporate tweeters; the event-type tweet was responded and retweeted most often by followers. It is expected that, based on the results of the study, a company can use the Twitter as an effective marketing tool by understanding the situation of each company and developing a customized strategy accordingly.

Original language	English
Title of host publication	Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015
Editors	Pedro Isaias, Luis Rodrigues, Heredina Fernandez Betancort, Piet Kommers, Guo Chao Peng
Publisher	IADIS
Pages	122-131
Number of pages	10
ISBN (Electronic)	9789898533418
State	Published - 2015
Event	International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Las Palmas de Gran Canaria, Spain Duration: 21 Jul 2015 → 23 Jul 2015

Publication series

Name	Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015

Conference

Conference	International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015
Country/Territory	Spain
City	Las Palmas de Gran Canaria
Period	21/07/15 → 23/07/15

Keywords

ANOVA
Influence visualization
Key player
Retweet
Social media marketing
Usage type

Cite this

Park, S., Jo, E., Lee, H., Mun, S., & Lee, K. (2015). Analysis of corporate twitter usage types and influence visualization on key players. In P. Isaias, L. Rodrigues, H. F. Betancort, P. Kommers, & G. C. Peng (Eds.), Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015 (pp. 122-131). (Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015). IADIS.

Park, Sangeun ; Jo, Eunjung ; Lee, Hyungjung et al. / Analysis of corporate twitter usage types and influence visualization on key players. Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015. editor / Pedro Isaias ; Luis Rodrigues ; Heredina Fernandez Betancort ; Piet Kommers ; Guo Chao Peng. IADIS, 2015. pp. 122-131 (Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015).

@inproceedings{3544e0db7fde46c58d3861805c5b8932,

title = "Analysis of corporate twitter usage types and influence visualization on key players",

abstract = "This research aims to analyze Twitter marketing strategies by focusing on tweets posted by four corporate Twitter accounts. We classified the posts by the four accounts into six types: daily life, general public relation (PR), event, professional information, customer service and retweet. We aimed to identify key players using an influence formula and gave a clear sense by visualization. According to the study results, retweet type is the most common among usage types, in terms of corporate tweeters; the event-type tweet was responded and retweeted most often by followers. It is expected that, based on the results of the study, a company can use the Twitter as an effective marketing tool by understanding the situation of each company and developing a customized strategy accordingly.",

keywords = "ANOVA, Influence visualization, Key player, Retweet, Social media marketing, Usage type",

author = "Sangeun Park and Eunjung Jo and Hyungjung Lee and Seongmin Mun and Kyungwon Lee",

year = "2015",

language = "English",

series = "Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015",

publisher = "IADIS",

pages = "122--131",

editor = "Pedro Isaias and Luis Rodrigues and Betancort, \{Heredina Fernandez\} and Piet Kommers and Peng, \{Guo Chao\}",

booktitle = "Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015",

note = "International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 ; Conference date: 21-07-2015 Through 23-07-2015",

}

Park, S, Jo, E, Lee, H, Mun, S & Lee, K 2015, Analysis of corporate twitter usage types and influence visualization on key players. in P Isaias, L Rodrigues, HF Betancort, P Kommers & GC Peng (eds), Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015. Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015, IADIS, pp. 122-131, International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015, Las Palmas de Gran Canaria, Spain, 21/07/15.

Analysis of corporate twitter usage types and influence visualization on key players. / Park, Sangeun; Jo, Eunjung; Lee, Hyungjung et al.
Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015. ed. / Pedro Isaias; Luis Rodrigues; Heredina Fernandez Betancort; Piet Kommers; Guo Chao Peng. IADIS, 2015. p. 122-131 (Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Analysis of corporate twitter usage types and influence visualization on key players

AU - Park, Sangeun

AU - Jo, Eunjung

AU - Lee, Hyungjung

AU - Mun, Seongmin

AU - Lee, Kyungwon

PY - 2015

Y1 - 2015

N2 - This research aims to analyze Twitter marketing strategies by focusing on tweets posted by four corporate Twitter accounts. We classified the posts by the four accounts into six types: daily life, general public relation (PR), event, professional information, customer service and retweet. We aimed to identify key players using an influence formula and gave a clear sense by visualization. According to the study results, retweet type is the most common among usage types, in terms of corporate tweeters; the event-type tweet was responded and retweeted most often by followers. It is expected that, based on the results of the study, a company can use the Twitter as an effective marketing tool by understanding the situation of each company and developing a customized strategy accordingly.

AB - This research aims to analyze Twitter marketing strategies by focusing on tweets posted by four corporate Twitter accounts. We classified the posts by the four accounts into six types: daily life, general public relation (PR), event, professional information, customer service and retweet. We aimed to identify key players using an influence formula and gave a clear sense by visualization. According to the study results, retweet type is the most common among usage types, in terms of corporate tweeters; the event-type tweet was responded and retweeted most often by followers. It is expected that, based on the results of the study, a company can use the Twitter as an effective marketing tool by understanding the situation of each company and developing a customized strategy accordingly.

KW - ANOVA

KW - Influence visualization

KW - Key player

KW - Retweet

KW - Social media marketing

KW - Usage type

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M3 - Conference contribution

AN - SCOPUS:84966558938

T3 - Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015

SP - 122

EP - 131

BT - Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015

A2 - Isaias, Pedro

A2 - Rodrigues, Luis

A2 - Betancort, Heredina Fernandez

A2 - Kommers, Piet

A2 - Peng, Guo Chao

PB - IADIS

T2 - International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015

Y2 - 21 July 2015 through 23 July 2015

ER -

Park S, Jo E, Lee H, Mun S, Lee K. Analysis of corporate twitter usage types and influence visualization on key players. In Isaias P, Rodrigues L, Betancort HF, Kommers P, Peng GC, editors, Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015. IADIS. 2015. p. 122-131. (Proceedings of the International Conferences on ICT, Society and Human Beings 2015, ICT 2015, Web Based Communities and Social Media 2015, WBC 2015 and Connected Smart Cities 2015, CSC 2015 - Part of the Multi Conference on Computer Science and Information Systems 2015).

Analysis of corporate twitter usage types and influence visualization on key players

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