Retweet: a Digital Meditation on the Power of Twitter

Donna Hoffman, University of California, Riverside, USA
Thomas P. Novak, University of California, USA
The phenomenal growth of Twitter, a popular microblogging application, is testament to consumers’ desires to instantaneously connect with other consumers. Though many deride the seeming meaningless of the “twitter stream,” consumers are putting the application to use in surprisingly potent ways. This video offers a brief reflection on the recursive power of Twitter.
[ to cite ]:
Donna Hoffman and Thomas P. Novak (2011) ,"Retweet: a Digital Meditation on the Power of Twitter", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.