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 journal › Article › peer-review
Standard
Revisiting the task media fit model in the era of Web 2.0 : Twitter use and interaction in the healthcare sector. / Leek, Sheena; Canning, Louise; Houghton, David.
In: Industrial Marketing Management, Vol. 54, 04.2016, p. 25-32.Research output: Contribution to journal › Article › peer-review
Harvard
APA
Vancouver
Author
Bibtex
}
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 -