The book presents a discussion of the selected properties of customer encounters conducted on brand profiles on Twitter. The first part of the book discusses social media and their use in corporate communication, with a particular consideration of Twitter. It also defines customer encounters as a genre of interaction and presents an overview of previous research devoted to this area of communication. The second part of the publication concerns corporate profiles on Twitter and customer encounters conducted in this medium. The author characterizes consumer messages containing positive evaluation and complaints posted on company profiles. The strategies which companies use in response to positive and negative evaluations are discussed in detail. The publication also contains a description of selected conventional politeness acts used in the interaction as well as the language properties of tweets on the lexical and syntactic level. The discussion presented in the book shows Twitter as an important tool of image management and customer interaction.
- Cover
- Table of contents
- Acknowledgements
- Introduction
- Chapter 1. Social mediaand corporate communication
- 1.1. Social media as a channelof communication
- 1.2. Social mediaand marketing communication
- 1.3. Social media and electronicword-of-mouth communication
- 1.4. Twitter as a microblogging service
- 1.5. Twitter in corporate communication
- Chapter 2. Customer encounters as a genreof social interaction
- 2.1. Customer encounters as a genre of socialinteraction – basic characteristics
- 2.2. Previous research into customerencount
- 2.3. Crisis communication, complaintand review management
- Chapter 3. Corporate profi les on Twitter– general characteristics
- 3.1. Company profi les – structure and typesof posts
- 3.2. Modes of interaction on the profi les– discursive blending
- Chapter 4. Positive evaluationand complaint managementon Twitter
- 4.1. Methods and materials
- 4.2. Consumer positive evaluation on Twitter
- 4.3. Consumer complaint and negativeevaluation management on Twitter
- Chapter 5. Selected politenessand lexicogrammatical propertiesof the tweets
- 5.1. Methods
- 5.2. Conventional politeness acts:openings and closings, forms of addressand self-identifi cation in the tweets
- 5.3. Selected lexicogrammatical propertiesof the tweets
- Conclusions
- References
Text
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Adobe DRM
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