A Comparison of Facebook and Twitter as marketing tools – procedure

To assess the effectiveness of social media marketing of facebook and twitter, the paper sent emailed questionnaires to 100 marketers. The questions were organized into three sections but each section only labeled by a corresponding letter – A, B, C – representing brand awareness, brand engagement and word-of-mouth dimensions respectively. Such a strategy was intended to reduce cases of over reporting and under reporting. The questions asked the marketers to provide an approximation of each aspect of social media application noted in table 1 above. Additionally, the questionnaire also sought out the opinions of the marketers on which of the two applications they preferred and reasons for such preferences. Based on these opinions, suggestions were made on what features of social media marketing tools are most critical in shaping social media marketing communications between entities and their customers. Due to time limitation the response rate after one week was used for data analysis purposes.

To provide for confidentiality, each email messages through which the questionnaires were sent expressly stated that personal information of the respondent and entity information was not required. Additionally, the notes explaining how the questionnaire was to be filled also included a statement dissuading respondents from including such details on the questionnaire. Further, the email provided respondents with information about the purpose of the study, and an explanation that the information was to be used only for such a purpose.


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