Customer Encounters on Twitter

The book examines the characteristics of customer interactions on brand profiles on Twitter. Initially, it explores the role of social media in corporate communication, with a special focus on Twitter, defining customer encounters as a unique form of interaction. It also reviews existing research in this communication domain. Moving on, the second section delves into corporate Twitter profiles and the nature of customer engagements that occur there. The author analyzes consumer messages that include both positive feedback and complaints, detailing the strategies companies employ in addressing both favorable and critical evaluations. Additionally, the book provides insights into conventional politeness tactics used during these interactions, along with an analysis of the lexical and syntactic features of tweets. Overall, the discussion underscores Twitter’s significance as a tool for managing brand image and engaging with customers.