Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

About the Authors

Katie Bass is originally from Miami, Florida Katie Bass is pursuing a Master's of Science in Integrated Marketing Communications at Florida State University. She earned her Bachelor's of Science in Marketing with a minor in International Business from University of Delaware in 2010. In her spare time, she enjoys traveling, attending sporting events, watching movies, and spending time with family and friends.

Laicelis Haro is a graduate student at Florida State University pursuing a Master’s of Science in Integrated Marketing Communication, with a certificate in Multicultural Marketing. Her interests include consumer behavior, Hispanic marketing and account planning. Laicelis is a first-generation college graduate.

Xiaotong Lyu is currently studying Integrated Marketing and Communication Management at Florida State University. Her interests include Electronic Word-of-Mouth, crisis communication, and public relation.

Jaejin Lee (Ph.D) received a Master’s Degree in Advertising, as well as her Ph.D. in Mass Communications, from the University of Florida. Dr. Lee is currently an assistant professor at Florida State University. Her research interests include Consumer Behavior, Branding, Strategic Marketing, Cause-related Marketing, Social Marketing, New Media, and Health Communication.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons