Abstract:

Economic models have been changing and we now live in a collaboration economy, where peers are the new keepers of brands, media and content through social computing. In this new landscape, Social Networks have become important and their expansion is changing how people communicate with each other, interact, share ideas, create content and most importantly relate with brands. As a research tool, Twitter works as a natural habitat where consumers express themselves. The assessment of Tweets can deliver important perceptions towards lifestyle, products and brands which can then be converted as important insights for innovation, whether in product development or in communications strategies.