... gap in whether these previous findings apply to corporate accounts. Design/methodology/approach Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter. Findings A corporate account’s identity is constructed under the influence of not only the brand...

... the stages underlying the social media analytics process and tests the framework in three important and interconnected areas: social media (Twitter), new product adoption (iWatch and Google Glass) and social media analytic techniques (text mining and sentiment analysis). Design/methodology/approach Based...

...Valentina Mazzoli; Laura Grazzini; Raffaele Donvito; Gaetano Aiello Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand...

... available social media (Weibo very significantly, among these), especially accessed via mobile devices, play significant roles in such process. This study explores the role of one of the most prominent social media platforms in China – represented by Weibo, the Chinese version of Twitter – in changing...