Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

Jacky Au Duong, Frauke Zeller


Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.


Twitter; Imagined Audience; Heteroglossia; Mixed-Methods; Social Media; Case Study; Nike

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