Typology of Tweets and User Engagement Generated by US Companies Involved in the Development of COVID-19 Vaccines

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dc.contributor.authorKhandelwal, Priyanka
dc.contributor.authorSalazar, Leslie Ramos
dc.date.accessioned2021-03-24T21:30:14Z
dc.date.available2021-03-24T21:30:14Z
dc.date.issued2021-03-04
dc.descriptionExpected Findings: The pharmaceutical companies' tweets shared much scientific/technical information and disseminated Covid-19 related information. This study indicates growing importance of technical communication in corporate settings during public health crisis.en_US
dc.description.abstractCOVID-19 has evoked an unprecedented public health crisis throughout the world. This study conducted a quantitative content analysis of (N=295) Twitter posts generated by four US companies engaged in discovering a vaccine for COVID-19 to understand how their Twitter feed balanced corporate branding, product branding (vaccine, medicines, etc.), and disseminated reliable scientific information relating to COVID-19, in the social media space. Results suggested that these companies were actively embedding technical information in their corporate and product branding in the context of COVID-19. It was also observed that tweets providing technical and scientific information about the progress made towards the development of COVID-19 vaccine garnered high levels of user engagement from target audience. Findings indicate growing importance of technical communication in corporate settings during public health crisis.en_US
dc.identifier.urihttps://hdl.handle.net/11310/421
dc.language.isoen_USen_US
dc.titleTypology of Tweets and User Engagement Generated by US Companies Involved in the Development of COVID-19 Vaccinesen_US
dc.typePresentationen_US

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