Leading by Tweeting: Are Deans Doing It? An Exploratory Analysis of Tweets by SEC Business School Deans

Jefrey Naidoo; Ronald Dulek

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Leading by Tweeting: Are Deans Doing It? An Exploratory Analysis of Tweets by SEC Business School Deans

机译：通过推文引导：院长在这样做吗？ SEC商学院院长对推文的探索性分析

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This study examines the extent to which the leaders of business schools engage with Twitter to reach diverse audiences, the possible links between Twitter usage and the ranking of the Dean's respective business college, and the linguistic/stylistic approaches adopted. We employed sentiment analysis to examine the linguistic approaches among the various tweets from the Dean's account. The findings of the study suggest speaking at stakeholders from a public microblog may not be the most effective way to connect with them. Notwithstanding, biological and cognitive constraints limit the economy of attention and relationships in an online world.

机译：这项研究调查了商学院领导者与Twitter互动的程度，以接触不同的受众，Twitter的使用与院长各自商学院的排名之间的可能联系，以及所采用的语言/文体方法。我们使用了情感分析来检查来自Dean帐户的各种推文中的语言学方法。该研究结果表明，在公共微博上与利益相关者交流可能不是与他们联系的最有效方法。尽管如此，生物学和认知方面的限制限制了在线世界中注意力和关系的经济性。

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来源
《Journal of business communication》 |2017年第1期|31-51|共21页
作者
Jefrey Naidoo; Ronald Dulek;
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作者单位

Culverhouse College of Commerce, University of Alabama, Box 870225, Tuscaloosa, AL 35487-0225, USA;

University of Alabama, Tuscaloosa, AL, USA;

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原文格式 PDF
正文语种 eng
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关键词
sentiment analysis; linguistic approach; Twitter usage; business school Deans;

机译：情绪分析;语言学方法Twitter的使用;商学院院长;

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Leading by Tweeting: Are Deans Doing It? An Exploratory Analysis of Tweets by SEC Business School Deans

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