The connection between the characteristics of NWOM tweets and webcare.

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dc.contributor.advisorPair, R.G. Le
dc.contributor.advisorNederstigt, U.
dc.contributor.authorSchilperoort, L.
dc.date.issued2014-06-13
dc.description.abstractThere have been several studies regarding NWOM and webcare, however, it has not been researched whether there is a connection between certain NWOM characteristics and the webcare reaction given. This study focused on whether certain characteristics of NWOM tweets elicit a webcare reaction by the addressed person/organisation. A total of 3 059 NWOM tweets were coded on the basis of certain NWOM and webcare characteristics. The results show that the object of the NWOM tweet and the use of @mention are more likely to elicit a webcare reaction. Furthermore there is a connection between the use of conversational human voice and whether a dialogue occurs between the Twitter user and the person/organisation that tweeted the webcare. These results, however, may not apply to other social media platforms, therefore further research regarding the connection between NWOM and webcare is necessary.en_US
dc.identifier.urihttp://theses.ubn.ru.nl/handle/123456789/409
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleThe connection between the characteristics of NWOM tweets and webcare.en_US
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