A study conducted by a team of researchers Penn State University found that 20% of Tweets tend to be targeted and linked to the brand, and these Tweets talk about both good and bad.
" People are using the tweets to express their reactions, both positive and negative, and to get in touch with products and services of companies ," said Jim Jansen, an associate professor of information sciences and technology. " The Tweets are the closest you can get at the thought of customers to purchase products and services. "
Research also examined the phenomenon of micro-policies, especially for its value as the average of word-of-mouth. More than half a million tweets were examined during the observation. In particular, the research team tried Tweets that mention brand to find out why the mark had been mentioned (see for a product, inform the other) and found that they connect to the brand-tweeter for their products.
" Companies use communication microblogging for brand awareness and customer relations " Janson said.
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