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Picking Hamburgers Off the Vine: A Case Study on Humor and Relationship Management in Wendy's Social Media
Başlık:
Picking Hamburgers Off the Vine: A Case Study on Humor and Relationship Management in Wendy's Social Media
Yazar:
Oliver, Megan S., author.
ISBN:
9780438001619
Yazar Ek Girişi:
Fiziksel Tanımlama:
1 electronic resource (57 pages)
Genel Not:
Source: Masters Abstracts International, Volume: 57-06M(E).
Advisors: April R. Trees Committee members: Amber Hinsley; Jennifer Korte.
Özet:
Humor has become a tool on social media that many brands are moving towards as a communications strategy. This is a relatively new phenomenon in the field of public relations, and there are differing opinions on how to manage this new tool effectively. In trade publications, Wendy's has been revered as a company who effectively uses humor to interact with their customers, making them the perfect case study. This thesis studied the prevalence of humor in Wendy's responses to customers, and the role of humor and humor types in customer engagement. Through a content analysis case study of tweets from the fast food restaurant, Wendy's, this thesis linked humor and customer engagement on Twitter and revealed how this brand utilizes humor in their replies to engage the public. Findings revealed that humorous reply tweets likely to have higher engagement than non-humorous tweets, and there was a significant difference between engagement in humorous and non-humorous tweets. Jokes and satire were the most frequent humor type to be used in tweets, and understatement and puns are least likely to be used. Also, in daily reply tweets humorous responses are less likely to be used than humorous ones, although humorous reply tweets have greater customer engagement overall. Finally, there was no significant difference found between type of humor and customer engagement. The findings are beneficial to the overall understanding of a brand's use of humor in response to the public on social media as a new tactic for relationship management. This thesis also offers practical applications for public relations practitioners on how humor can be used in response to customers on social media.
Notlar:
School code: 0193
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Yer Numarası | Demirbaş Numarası | Shelf Location | Lokasyon / Statüsü / İade Tarihi |
---|---|---|---|
XX(693918.1) | 693918-1001 | Proquest E-Tez Koleksiyonu | Arıyor... |
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