Twitter and behavioral engagement in the healthcare sector: An examination of product and service companies

Volume: 81, Pages: 115 - 129
Published: Aug 1, 2019
Abstract
This paper examines Twitter use by product and service companies in the healthcare sector. This four company study aims to identify the type of content posted in Twitter that drives engagement in terms of likes, retweets and comments. A sample of 838 tweets were thematically coded as to the perceived tweet function. The tweets were analyzed to determine whether the function was significantly associated with greater or lesser engagement....
Paper Details
Title
Twitter and behavioral engagement in the healthcare sector: An examination of product and service companies
Published Date
Aug 1, 2019
Volume
81
Pages
115 - 129
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