To tweet or not to tweet: a study into the usage of Twitter as a marketing tool for business

Spencer, William Robert (2014) To tweet or not to tweet: a study into the usage of Twitter as a marketing tool for business. BSc dissertation, University of Portsmouth.

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    Abstract

    This project seeks to explore the increasing usage of Twitter within e-commerce to capture data from prospective and current customer’s tweets and then using this data to target the consumers with focused advertising and marketing. Twitter is a powerful tool for e-commerce, and can easily be used to increase customer engagement and sales, but when does this stop becoming useful and start infringing on peoples’ privacy? Do consumers know the extent to which companies are now using their tweets and are they happy with it?
    The project researches the current ways in which companies are using Twitter to market and advertise to individuals using analytics platforms such as IBM Cognos and then collect data from both sides of the equation, the end users and industry leaders.
    The author is keen on exploring whether end-users find focused and targeted marketing useful or intrusive and the point of view from the industry experts. This project combines elements from e-commerce, social networking, and ‘the surveillance society’. The final aim of this project is to evaluate the data, evidence and research carried out and produce a conclusion based upon the findings.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Technology > School of Computing
    Depositing User: Beth Atkins
    Date Deposited: 08 Aug 2014 10:14
    Last Modified: 28 Jan 2015 12:39
    URI: http://eprints.port.ac.uk/id/eprint/15256

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