Which Platform is Better for Business: Instagram VS Twitter

DOI

10.2991/assehr.k.211209.173How to use a DOI?

Keywords

Social platform; Media communication; Comparison; Promotion strategy

Abstract

The use of online promotion has increased dramatically in recent years. Managers are beginning to search for the best forum for promotion. However, due to the huge amount of platforms, their quality has declined. Therefore, managers should identify the quality of the platforms individually. The purpose of this research is to assist and help managers in determining which platform will be the best for their specific needs. First, this study chose two of the most popular social media platforms, Instagram and Twitter, and collected users’ online review comments to identify users’ experience. Second, sentiment analysis was conducted based on Rstudio. Finally, this paper compared the outcomes of the two platforms to determine which is more advantageous for online promotion. According to the findings, Twitter is a more business-related promotion platform, while Instagram is better in functionality. As a result, the findings assist businesses in interpreting the platforms’ functionality and quality in order to make decisions that are tailored to their specific demands.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Guoqinxin Huang
AU  - Yuexuan Li
PY  - 2021
DA  - 2021/12/15
TI  - Which Platform is Better for Business: Instagram VS Twitter
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1064
EP  - 1068
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.173
DO  - 10.2991/assehr.k.211209.173
ID  - Huang2021
ER  -