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

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@article{2a156136f71d4655b990865f1cef1b7d,
title = "Revisiting the task media fit model in the era of Web 2.0: Twitter use and interaction in the healthcare sector",
abstract = "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.",
keywords = "Task media fit, Social media, B2B, Twitter, Healthcare",
author = "Sheena Leek and Louise Canning and David Houghton",
year = "2016",
month = apr,
doi = "10.1016/j.indmarman.2015.12.007",
language = "English",
volume = "54",
pages = "25--32",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier",

}

RIS

TY - JOUR

T1 - Revisiting the task media fit model in the era of Web 2.0

T2 - Twitter use and interaction in the healthcare sector

AU - Leek, Sheena

AU - Canning, Louise

AU - Houghton, David

PY - 2016/4

Y1 - 2016/4

N2 - 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.

AB - 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.

KW - Task media fit

KW - Social media

KW - B2B

KW - Twitter

KW - Healthcare

U2 - 10.1016/j.indmarman.2015.12.007

DO - 10.1016/j.indmarman.2015.12.007

M3 - Article

VL - 54

SP - 25

EP - 32

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -