An examination of source credibility and word of mouth best practices for social media marketing with an emphasis on Twitter

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An examination of source credibility and word of mouth best practices for social media marketing with an emphasis on Twitter

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dc.contributor.advisor Wilcox, Gary B.
dc.creator Alexander, Lauren Elizabeth
dc.date.accessioned 2012-07-23T19:25:21Z
dc.date.available 2012-07-23T19:25:21Z
dc.date.created 2011-12
dc.date.issued 2012-07-23
dc.date.submitted December 2011
dc.identifier.uri http://hdl.handle.net/2152/ETD-UT-2011-12-4624
dc.description.abstract Because social media is a relatively new digital medium and Twitter is an even newer medium, it is important for practitioners and academics to understand how to create and utilize the best messaging strategies to induce persuasion, win brand advocates and create a sustainable, credible presence for brands on social media platforms such as Twitter. The author seeks to examine the theoretical and practical relevance of social media, with an emphasis on Twitter as well as explore how the theories of source credibility and word-of-mouth can help to better understand and measure promotional message and strategy effectiveness.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.subject Twitter
dc.subject Facebook
dc.subject YouTube
dc.title An examination of source credibility and word of mouth best practices for social media marketing with an emphasis on Twitter
dc.date.updated 2012-07-23T19:25:28Z
dc.identifier.slug 2152/ETD-UT-2011-12-4624
dc.contributor.committeeMember Atkinson, Lucy
dc.description.department Advertising
dc.type.genre thesis
dc.type.material text
thesis.degree.department Advertising
thesis.degree.discipline Advertising
thesis.degree.grantor University of Texas at Austin
thesis.degree.level Masters
thesis.degree.name Master of Arts

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