Corporate Sociality: An Analysis Of Twitter Post Directionality, Functionality, And Reciprocity Of Fortune 100 Companies

Erickson, Marisa
2020-05
Thumbnail Image

View/Download File

Erickson_umn_0130M_21322.pdf (913.45 KB)

Persistent link to this item

https://hdl.handle.net/11299/214991
Statistics
View Statistics

Journal Title

Journal ISSN

Volume Title

Title

Corporate Sociality: An Analysis Of Twitter Post Directionality, Functionality, And Reciprocity Of Fortune 100 Companies

Authors

Published Date

2020-05

Publisher

Type

Thesis or Dissertation

Abstract

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.

Keywords

Description

University of Minnesota M.A. thesis. May 2020. Major: Mass Communication. Advisor: Sherri Katz. 1 computer file (PDF); 56 pages.

Related to

Replaces

License

Collections

Master's Theses (Plan A and Professional Engineering Design Projects)

Series/Report Number

Funding information

Isbn identifier

Doi identifier

Previously Published Citation

Other identifiers

Suggested citation

Erickson, Marisa. (2020). Corporate Sociality: An Analysis Of Twitter Post Directionality, Functionality, And Reciprocity Of Fortune 100 Companies. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/214991.

Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.