Organizational communication on Twitter: Differences between non-profit and for-profit organizations in the context of climate change

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dc.contributor.authorKim Holmberg
dc.contributor.authorIina Hellsten
dc.contributor.organizationfi=koulutussosiologian tutkimuskeskus RUSE|en=Research Unit for the Sociology of Education (RUSE)|
dc.contributor.organization-code1.2.246.10.2458963.20.23782222568
dc.converis.publication-id2896026
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/2896026
dc.date.accessioned2022-10-28T12:41:27Z
dc.date.available2022-10-28T12:41:27Z
dc.description.abstract<p> Twitter as a socio-technical platform provides organizations with new ways to reach their stakeholders. In this paper, we compare the use of Twitter specific affordances &ndash; such as hashtags, mentions of usernames and sharing of URLs along the tweets in a sample of 1520 tweets sent by 16 profit organizations, and 1042 tweets sent by 18 non-profit organizations in the context of climate change debate. We also compare the use of Twitter for information sharing, engaging in the community and calls-for-action (Lovejoy &amp; Saxton 2012) between the organizations. Our results show that non-profit organizations used Twitter more for engaging in community than profit organizations whose tweets were almost completely (96%) about information sharing. Non-profit organizations shared more hashtags than profit-organizations, in particular hashtags related to campaigns and events. We can conclude that the two types of organizations used Twitter specific affordances differently to reach their targeted audiences.</p>
dc.format.pagerange305
dc.format.pagerange313
dc.identifier.eisbn978-3-658-11076-5
dc.identifier.isbn978-3-658-11075-8
dc.identifier.olddbid178254
dc.identifier.oldhandle10024/161348
dc.identifier.urihttps://www.utupub.fi/handle/11111/39118
dc.identifier.urlhttp://link.springer.com/chapter/10.1007/978-3-658-11076-5_16
dc.identifier.urnURN:NBN:fi-fe2021042714894
dc.language.isoen
dc.okm.affiliatedauthorHolmberg, Kim
dc.okm.discipline113 Computer and information sciencesen_GB
dc.okm.discipline520 Other social sciencesen_GB
dc.okm.discipline113 Tietojenkäsittely ja informaatiotieteetfi_FI
dc.okm.discipline520 Muut yhteiskuntatieteetfi_FI
dc.okm.internationalcopublicationinternational co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA3 Book
dc.publisherSpringer
dc.publisher.countryGermanyen_GB
dc.publisher.countrySaksafi_FI
dc.publisher.country-codeDE
dc.publisher.isbn978-81-322;978-3-540;978-3-642;978-3-662;978-3-7908;978-3-8274;978-3-8347;978-90-481;978-94-007;978-94-009;978-94-010;978-94-011;978-94-015;978-94-017;978-94-024;978-0-387;978-0-8176;978-1-4419;978-1-4612;978-1-4613;978-1-4614;978-1-4615;978-1-4684;978-1-4757;978-1-4899;978-1-4939;978-1-5041;978-3-319;978-1-4020;978-0-85729;978-1-4471;978-1-84628;978-1-84800;978-1-84882;978-1-84996;978-1-85233;978-3-211;978-3-7091;978-4-431;978-3-322;978-3-409;978-3-531;978-3-658;978-3-663;978-3-8100;978-981-287;978-981-10;978-981-13;978-3-030;978-981-32;978-981-15;978-981-16;978-981-329;978-981-334;978-981-336;978-3-031;978-981-19;
dc.relation.doi10.1007/978-3-658-11076-5_16
dc.relation.ispartofseriesEuropäische Kulturen in der Wirtschaftskommunikation
dc.source.identifierhttps://www.utupub.fi/handle/10024/161348
dc.titleOrganizational communication on Twitter: Differences between non-profit and for-profit organizations in the context of climate change
dc.title.bookCrossmedia-Kommunikation in kulturbedingten Handlungsräumen
dc.year.issued2016

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