Purpose: As a social media platform, Twitter enables direct, continuous and real-time communication across many markets simultaneously. Drawing on speech act theory (SAT), this study aims to view tweets as “speech acts” and explores whether language and brand on Twitter influence firm...

Purpose: The purpose of this paper is to investigate whether communicating recent changes in the sales profession, shifting from a performance-focused model to a customer need-focused model, to job candidates by re-labeling job descriptions can increase job candidates’ interest in pursuing...