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

Journal of Business and Technical Communication Jul 2023 Open Access

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

Priyanka Khandelwal University of Nebraska–Lincoln ; Leslie Ramos Salazar West Texas A&M University ; Soni Khandelwal Texas Tech University

Abstract

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.

Journal: Journal of Business and Technical Communication
Published: 2023-07-01
DOI: 10.1177/10506519231161654
Open Access: OA PDF Green
Topics: social media technical communication

Citation Context

Cited by in this index (1)

Kenzie et al. (2025)

Don’t Read the Comments: Discourse About COVID-19 Vaccines in a State Health De…

Journal of Technical Writing and Communication

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Journal of Business and Technical Communication
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How Large Information Technology Companies Use Twitter: Arrangement of Corporat…

Journal of Business and Technical Communication

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