Abstract
The popularity of social media and microblogging services, like Twitter, has increased in a fast manner over the last couple of years. Their use in innovation process and marketing has also gained a lot of attention. However, product and service acceleration -i.e. bringing a product or service faster to the market- with the help of social media and especially by using Twitter has not been researched much, in spite of the fact that new marketing techniques like growth hacking -which aims on low-cost and innovative alternatives to traditional marketing- have reached popularity. In this paper, we define the concept of acceleration and analyse via literature and a real-life, explorative case study, how Twitter could be used for accelerating products and services. Our case study analyses the experiences and data from four Twitter accounts created for accelerating two software applications. According to our research, Twitter has potential for product and services acceleration, but it requires taking into account many aspects and challenges that are summarized in this paper.
Highlights
Social media has become a very popular channel for engaging consumers with brands and products
This paper aims at understanding whether Twitter is a good tool for acceleration of a new product by answering to the following research questions: RQ1: What are the challenges of using Twitter as a tool for acceleration?
This paper analysed the potential of Twitter in acceleration of marketing of new products and using it in growth hacking
Summary
Social media has become a very popular channel for engaging consumers with brands and products. Twitter was selected as the research topic of this paper for various reasons: a Twitter user account is quick and easy to set up, there is no need to link the user account to a real personal or corporate identity and the user is free to follow any other user without mutual agreement. These features are beneficial when aiming at gaining visibility to a new product in the early phase and without big advertising campaigns.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
