Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

Jacky Au Duong; Frauke Zeller

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Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

机译：跟踪想象中的受众：以耐克使用Twitter进行B2C互动为例

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Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.

机译：社交媒体平台已成为企业对消费者（B2C）交流中新的关注焦点。这些互动可以根据客户的偏好，背景和行为为企业提供丰富的信息来源。我们基于市场营销，传播和计算机媒介传播的研究，引入了一个多学科的理论和方法框架，旨在向营销专业人士和学术研究人员提供有关社交媒体如何促进B2C参与的信息。

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《First Monday》 |2017年第5期|共15页
作者
Jacky Au Duong; Frauke Zeller;
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中图分类计算机网络;
关键词
TwitterImagined AudienceHeteroglossiaMixed-MethodsSocial MediaCase StudyNike;

机译：Twitter想象的受众异质混合方法社交媒体案例研究Nike;

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1. Museums and Twitter: An Exploratory Qualitative Study of How Museums Use Twitter for Audience Development and Engagement [J] . MARK OSTERMAN, M.O. THIRUNARAYANAN, ELIZABETH C. FERRIS, Journal of educational multimedia and hypermedia . 2012,第3期

机译：博物馆和Twitter：关于博物馆如何使用Twitter进行受众开发和参与的定性探索性研究
2. Sentiment Analysis of Twitter Audiences: Measuring the Positive or Negative Influence of Popular Twitterers [J] . Younggue Bae, Hongchul Lee Journal of the American Society for Information Science and Technology . 2012,第12期

机译：Twitter观众的情感分析：衡量受欢迎的Twitter员工的正面或负面影响
3. An empirical study of audience impressions of B2C web pages in Japan, China and the UK [J] . Jian Hu, Kazuyuki Shima, Ruediger Oehlmann, Electronic commerce research and applications . 2004,第1a4期

机译：对日本，中国和英国的B2C网页的受众印象的实证研究
4. From Interaction to Participation: The Role of the Imagined Audience in Social Media Community Detection and an Application to Political Communication on Twitter [C] . Obaida Hanteer, Luca Rossi, Davide Vega DAurelio, IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining;International Symposium on Foundations of Open Source Intelligence and Security Informatics;International Symposium on Foundations and Applications of Big Data Analytics;International Symposium on Network Enabled Health Informatics, Biomedicine and Bioinformatics . 2018

机译：从互动到参与：想象中的受众在社交媒体社区检测中的作用及其在Twitter上的政治传播中的应用
5. The Imagined Audience: How People Think About Their Audience and Privacy on Social Network Sites. [D] . Litt, Eden. 2015

机译：想象的观众：人们如何思考社交网站上的观众和隐私。
6. We definitely need an audience: experiences of Twitter Twitter networks and tweet content in adults with severe communication disabilities who use augmentative and alternative communication (AAC) [O] . Bronwyn Hemsley, Stephen Dann, Stuart Palmer, -1

机译：我们绝对需要听众：患有严重沟通障碍的成年人中使用补充性和替代性交流（AAC）的TwitterTwitter网络和tweet内容的体验
7. EFEKTIVITAS SOCIAL MEDIA SEBAGAI SARANAudPEMBENTUKAN ENGAGEMENT ANTARA BRAND DENGANudTARGET AUDIENCEud(Pengukuran Engagement berdasarkan IPM (Interactions per Thousand)udformula pada Target Audience Account Twitter @GamelanLovers danudAccount Facebook Yogyakarta Gamelan Lovers Periode Bulan Agustus 2012) [O] . Putra Albertus Eko Dibyoning 2012

机译：社交媒体的有效性作为一种手段建立与品牌之间的联系目标受众（基于HDI的参与度测量（每千次交互）Twitter @GamelanLovers和audience目标账户上的公式Yogyakarta Gamelan Lovers 2012年8月期间的Facebook帐户）

Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

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