Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction
Keywords:Twitter, Imagined Audience, Heteroglossia, Mixed-Methods, Social Media, Case Study, Nike
Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.
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