Coding Brands on Twitter : How Are Message Choice and Interactivity Associated With Consumers' Brand Loyalty?
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Authors
Fay, Martha J.
Olson, Anne
Vinson, Bethany
Ahrens, Katie
Cousineau, Megan
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Our research aims to identify how brands use Twitter to strengthen brand loyalty through the use of interactivity and strategic messages. We analyzed what types of language and communication stimulate brand loyalty on Twitter.
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Color poster with text, graphs, charts, and tables.
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University of Wisconsin--Eau Claire Office of Research and Sponsored Programs