... (known as Twitter [ 2 ] during the time of this study and subsequently used to describe the medium throughout this manuscript) and Facebook (e.g. Liu et al., 2017). Heritage brands need to understand how contemporary social media can enhance or detract from their image. Social media provide...

...Linwan Wu; Naa Amponsah Dodoo; Chang-Won Choi Purpose Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how...

... to share information and rumors and their general SNSI. Design/methodology/approach An online survey was sent to the first users of Twitter (n = 200) and Google+ (n = 130) to assess their personality traits. Answers of each respondent were matched to their SNSI scores from Klout...