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Study: Twitter users often cite companies and products

By Published on .

University Park, Pa.—According to a new study by Pennsylvania State University, 20% of all tweets on social microblog Twitter specifically mention company and product names, as users request product information or supply responses to such requests.

Researchers at Penn State’s College of Information Sciences and Technology scanned through more than 500,000 tweets for mentions of brands and analyzed why the brand was mentioned.

Penn State Associate Professor Jim Jansen said the microblog could provide qualitative analysis about brand perception and affinity, and that such a social site could ultimately be on par with e-mail “in terms of its communication impact” for advertisers.

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