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Advocator, jester, spokesperson, provocateur and boundary spanner? Exploring different communication styles at twitter

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Original languageEnglish
Title of host publication12th Conference proceedings of IFKAD2017
Subtitle of host publicationSt.Petersburg, Russia, 7-9 June 2017
Publication statusPublished - 6 Jun 2017
Publication typeA4 Article in a conference publication
EventInternational Forum on Knowledge Asset Dynamics -
Duration: 1 Jan 1900 → …

Publication series

NameProceedings IFKAD
ISSN (Print)2280-787X


ConferenceInternational Forum on Knowledge Asset Dynamics
Period1/01/00 → …


Purpose – The recent development of digital communication technologies, and of social media in particular, have enhanced more direct communications between companies and their customers. Among many other things, the use of social media has become considerably popular in customer services. However, communicating with different types of customers is not easy. More profound understanding is needed about how to succeed in communicating with the customers in the increasingly impersonal, yet often emotionally sensitive online environments.

Design/methodology/approach – Based on an extensive empirical data from Twitter discussions on climate change and energy industry, the analysis will follow the ideas and concepts of research on personalities and motivation in the context of social media.

Originality/value – By theorising the impacts of human personality traits to a person´s communication style in social media, in accordance with the person´s own choices of roles and motivations to communicate in social media, this study will provide companies new insight on how to approach their customers in online environments.

Practical implications – This study offers significant information for any company that wants to improve their customer service through social media. That is, by presenting the early phase taxonomy for different social media communication styles used in Twitter, this study will provide companies with both new insight and practical advice on how to better share information and manage discussions on their social media channels, considering the different communications styles of their customers.


  • Social Media, Uses and Gratifications Theory, Twitter, Big Five

Publication forum classification

Field of science, Statistics Finland