Twitter timelines are increasingly populated with brand tweets that are linked to public events, a practice that is also known as real-time marketing (RTM). In two studies, we examine whether RTM is an effective strategy to boost sharing behavior, and if so, what event- and content-related characteristics are likely to contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n=1500) shows that not all events are equally effective. RTM is only a more effective strategy (vs. no real-time marketing), when brand messages are linked with unpredictable events but not when brand messages are linked with predictable events. In a follow-up study, we examined what content characteristics improve the shareability of predictable RTM messages. A content analysis of RTM messages (n=143) from the Forbes top-100 brands showed that predictable events yield more retweets when the event is visually integrated in the brand tweet (vs. not visually integrated). The presence of event-driven hashtags did not lead to more retweets. Implications for theory and practice are discussed.
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This study utilises a quantitative observation study on student journalists (n=47), as well as reconstruction interviews with experienced editors and reporters in newsrooms (n=12), to understand how Dutch journalists search, select, and verify sources online. Through the recording of screen activity, we show that search strategies are heavily influenced by how the search engine sorts and ranks potential sources. Eventual selection of sources remains relatively traditional, focused on legacy media and their websites. Moreover, online news production clearly challenges the verification process. Results suggest that journalists use no explicit but only so-called hybrid methods of verifications, such as background checks of websites and social media accounts, and cross-checking of sources.
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The use of measurement instruments has become a major issue in physical therapy, but their use in daily practice is infrequent. The aims of this case report were to develop and evaluate a plan for the systematic implementation of two measurement instruments frequently recommended in Dutch physical therapy clinical guidelines: the Patient-Specific Complaints instrument and the Six-Minute Walk Test.
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