Assessing Brand Communication Strategies on Social Media: A Comparative Analysis of Global Brands’ Twitter Usage in the U.S. and South Korea

This study aims to explore how Twitter is used as a marketing communication tool for many global brands and the cultural differences between the U.S. and South Korea in terms of message strategies. A content analysis is used to examine the communication strategies used by global brands on Twitter. The results show that informational messages are more prevalent in South Korea, while transformational messages are more prevalent in the U.S.. As for...