Fortune 500 Companies' Use of Twitter Communications: A Comparison between Product and Service Tweets

Document Type


Publication Date

Fall 2013


The growth of Twitter through the years has attracted the attention of IMC marketers who perceive it as a tool to interact with their clientele in a more efficient, effective, and engaging manner. Marketers are constantly trying to create effective tweets to increase consumer engagement on Twitter that will help their brands. Using content analysis, the authors measured the relationship between different messaging strategies and message content for products and services by analyzing 3,982 tweets of 277 Fortune 500 companies. This exploratory research found significant differences in tweeting marketing strategies between services vs. products. When these tweets were further examined to determine whether the intended communication was for a business or a consumer, new differences and increased differences of tweet characteristics between product and services were found.

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