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Additionally, among three indexes (Fortune 500 rankings, the corporate activity score, and product group categorization) for evaluating the corporate use patterns in Twitter, the product groups categorized by the Foote, Cone, and Belding (FCB) grid model (high\/low involvement and thinking\/feeling) proved that the model can be applied to examine the different Twitter activities of organizations. The results of this study can help with the development of a tailored measurement tool for managing consumers, depending on the different categories of organizations and designing future plans within a social networking site (SNS).<\/p>","DOI":"10.4018\/ijom.2013100104","type":"journal-article","created":{"date-parts":[[2014,6,24]],"date-time":"2014-06-24T14:36:25Z","timestamp":1403620585000},"page":"68-83","source":"Crossref","is-referenced-by-count":6,"title":["Twitter as a Tool for Corporate Communication"],"prefix":"10.4018","volume":"3","author":[{"given":"Kyung Jung","family":"Han","sequence":"first","affiliation":[{"name":"Department of Strategic Communications, University of Missouri-Columbia, Columbia, MO, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chang-Hoan","family":"Cho","sequence":"additional","affiliation":[{"name":"Department of Communication, Yonsei University, Seoul, South Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"ijom.2013100104-0","doi-asserted-by":"publisher","DOI":"10.1080\/15332861.2011.558456"},{"key":"ijom.2013100104-1","doi-asserted-by":"crossref","unstructured":"Anderson, C. 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