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Como é que a Fortune 500 interage com as partes interessadas no Twitter

Como é que a Fortune 500 interage com as partes interessadas no Twitter

Michael North

97,47 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Sociedad y cultura: general
ISBN:
9786208656980
97,47 €
IVA incluido
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Este livro examina a forma como as empresas da Fortune 500 utilizam o Twitter diariamente. Os capítulos incluem uma introdução que explica a importância do Twitter para as empresas, discutindo alguns dos mais prejudiciais percalços de reputação com 140 caracteres e algumas estratégias impressionantes de gestão de crises executadas na twittersfera. É apresentada uma análise abrangente que começa com uma discussão sobre comunicação mediada por computador (CMC), interatividade, word-of-mouth (WOM), valência da mensagem e termina com uma secção que diferencia as empresas business-to-consumer (B2C) das empresas business-to-business (B2B). Por último, são apresentadas a metodologia, as operacionalizações e o desenho da investigação para examinar a interatividade das empresas com os utilizadores, a valência da mensagem, a diferença entre B2B e B2C e o tempo que os utilizadores podem esperar que uma empresa responda ao seu tweet.

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