Engaging Consumers via Twitter: Three Successful Communicative Strategies

Veronica Ravaglia, Eleonora Brivio, Guendalina Graffigna

Research output: Chapter in Book/Report/Conference proceedingChapter


The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values. According to Hollebeek (2011), consumer-brand engagement (CBE) implies cognitive, emotional, behavioral factors, which connect a brand with its followers. This chapter will show three successful Twitter strategies from three different brands, using a methodological approach focusing on the relational conditions that turn a brand into an engaging player on Twitter. Interviews with brand communication managers and followers were conducted. Moreover, initiatives were explored through the stream of tweets produced around the brands; pragmatic, semantic, syntactic and structural features of tweets were considered. Results show that, while the three initiatives considered here lean on a cognitive-based CBE, a full engagement in the/a brand's world is needed to build a long-lasting and successful relationship between brand and consumer, in order to co-construct a future shared reality.
Original languageEnglish
Title of host publicationMaximizing Commerce and Marketing Strategies through Micro-Blogging
EditorsJN Burkhalter, NT Wood
Number of pages19
Publication statusPublished - 2015


  • communication
  • twitter


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