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Corporate Sociality: An Analysis of ...

Erickson, Marisa J.

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Corporate Sociality: An Analysis of Twitter Post Directionality, Functionality, and Reciprocity of Fortune 100 Companies.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Corporate Sociality: An Analysis of Twitter Post Directionality, Functionality, and Reciprocity of Fortune 100 Companies./
Author:	Erickson, Marisa J.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	57 p.
Notes:	Source: Masters Abstracts International, Volume: 82-01.
Contained By:	Masters Abstracts International82-01.
Subject:	Mass communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27997925
ISBN:	9798662388246

Corporate Sociality: An Analysis of Twitter Post Directionality, Functionality, and Reciprocity of Fortune 100 Companies.
Erickson, Marisa J.

Corporate Sociality: An Analysis of Twitter Post Directionality, Functionality, and Reciprocity of Fortune 100 Companies. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 57 p.

Source: Masters Abstracts International, Volume: 82-01.

Thesis (M.A.)--University of Minnesota, 2020.

This item must not be sold to any third party vendors.

This study discusses the use of the social media platform Twitter by Fortune 100 companies. A random sample of the 2019 Twitter posts of 20 Fortune 100 companies over 30 days are collected. These posts are analyzed using a new theoretical model, titled The Three Faces of Corporate Social Media Use, as adapted from Grunig's (1984) Four Models of Public Relations. According to Grunig (1992), the best model for companies to utilize is a two-way symmetrical model that promotes openness, trust, and understanding between organizations and their audiences. Contrasting that idea, this research found that companies most often use posts that are self-promotional, in that the posts carry messages that are promoting aspects of the company or are marketing a product or service.

ISBN: 9798662388246Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Fortune 500 companies

Corporate Sociality: An Analysis of Twitter Post Directionality, Functionality, and Reciprocity of Fortune 100 Companies.
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500 $a Source: Masters Abstracts International, Volume: 82-01.
500 $a Advisor: Katz, Sherri.
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520 $a This study discusses the use of the social media platform Twitter by Fortune 100 companies. A random sample of the 2019 Twitter posts of 20 Fortune 100 companies over 30 days are collected. These posts are analyzed using a new theoretical model, titled The Three Faces of Corporate Social Media Use, as adapted from Grunig's (1984) Four Models of Public Relations. According to Grunig (1992), the best model for companies to utilize is a two-way symmetrical model that promotes openness, trust, and understanding between organizations and their audiences. Contrasting that idea, this research found that companies most often use posts that are self-promotional, in that the posts carry messages that are promoting aspects of the company or are marketing a product or service.
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