One hundred forty characters seems like too small a space for any meaningful information to be exchanged, but Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to...

The rapid diffusion of ‘microblogging’ services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general public. To enhance understanding of the communicative functions microblogging serves for...

Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among its targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of communication happens between members of...

Though public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This...

The widespread adoption of social media has engendered notable changes in who is involved in the production, dissemination, and reformulation of market-relevant information. Building on this idea, this study posits that different types of accounting information networks feature different types...