... media Virality Typology Twitter Word-of-mouth Moral outrage Consumers use social media platforms to hold brands accountable for their actions (Bobb, 2020). The dynamics of the social media environment enable consumers to express their dissatisfaction and anger toward brands that engage...

...Josephine Go Jefferies; Wasim Ahmed Purpose The purpose of this study is to develop a bottom-up segmentation of people affected by neurodiversity using Twitter data. Design/methodology/approach This exploratory study uses content analysis of information shared by Twitter users over a three...

...Alena Soboleva; Suzan Burton; Kate Daellenbach; Debra Z. Basil Purpose Twitter provides an ideal channel for a non-profit organisation (NPO) to add value to its corporate partners by providing the ability to send tweets to its own network of followers. This research aims to examine the extent...

...David Fortin; Mark Uncles; Suzan Burton; Alena Soboleva Purpose Despite rapid growth in organizational use of Twitter, there is little theoretical or empirical research examining how different organisations use Twitter. This paper aims to analyse and compare use of Twitter in 12 accounts held...