Revisiting the task media fit model in the era of Web 2.0: Twitter use and interaction in the healthcare sector

Research output: Contribution to journalArticlepeer-review

External organisations

  • Kedge Business School


Advances in technology have led to the development of social media and subsequently new channels of communication. This paper refines the established Task Media Fit Model in light of such changes, using business marketers' use of Twitter and followers' responses to tweeted messages for this preliminary conceptual development. Results show that business marketers use different embedded media according to the function of a tweet message. Follower responses to those messages do not vary with the task performed by the tweet, while responses differ with the type of embedded link. Findings from this investigation are used to develop a modified version of the Task Media Fit Model specifically for Twitter.


Original languageEnglish
Pages (from-to)25-32
Number of pages8
JournalIndustrial Marketing Management
Early online date11 Jan 2016
Publication statusPublished - Apr 2016


  • Task media fit, Social media, B2B, Twitter, Healthcare