Business, College of
Department of Marketing: Faculty Publications
Accessibility Remediation
If you are unable to use this item in its current form due to accessibility barriers, you may request remediation through our remediation request form.
ORCID IDs
Priyanka Khandelwal https://orcid.org/0000-0002-8616-7009
Document Type
Article
Date of this Version
2023
Citation
Journal of Business and Technical Communicationm 2023
PMCID: PMC10186114
Abstract
This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a public health crisis.
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Marketing Commons, Organizational Behavior and Theory Commons, Sales and Merchandising Commons