参与研发COVID-19疫苗的美国公司产生的推文类型和用户参与度

IF 1.8 2区文学 Q3 BUSINESS

Journal of Business and Technical Communication Pub Date : 2023-04-11 DOI:10.1177/10506519231161654

Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal

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引用次数: 0

摘要

这项研究分析了四家参与发现新冠肺炎疫苗的美国公司的295条推文。对推文进行了分析，以了解其推文如何平衡企业和产品品牌（疫苗、药品等），并传播与新冠肺炎相关的科学信息。研究结果表明，这些公司正在积极将有关新冠肺炎的技术信息嵌入其企业和产品品牌中。提供有关新冠肺炎疫苗开发进展的技术和科学信息的推文获得了目标受众的高度用户参与。这项研究的结果表明，在公共卫生危机期间，技术交流在企业环境中的重要性越来越大。

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Typology of Tweets and User Engagement Generated by U.S. Companies Involved in Developing COVID-19 Vaccines

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.

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来源期刊

Journal of Business and Technical Communication Multiple-

CiteScore

5.10

自引率

18.20%

发文量

期刊介绍： JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.