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Given its widespread utilization, Twitter has become a key issue for many scholars, public decision makers Links to an external site.This study contributes to the literature by proposing a framework that divides Twitter use into three major components: facilitators, characteristics, and impacts.Secondary data from 41 Twitter accounts and primary data from 20 interviewees, as well as survey responses from 58 individual, business, and government participants, were used to analyze the framework.The study identified and analyzed 65 indicators of Twitter: 28 facilitators, 20 use characteristics, and 17 impact areas., and global business managers.

Given its widespread utilization, Twitter has become a key
issue for many scholars, public decision makers
Links to an external site.
, and global business managers. Despite this broad interest,
there is insufficient research on the different aspects of
Twitter use in multigroup settings. Such oversight limits our
understanding of the range of elements that can explain
Twitter use. This study contributes to the literature by
proposing a framework that divides Twitter use into three
major components: facilitators, characteristics, and impacts.
Secondary data from 41 Twitter accounts and primary data
from 20 interviewees, as well as survey responses from 58
individual, business, and government participants, were used
to analyze the framework. The study identified and analyzed
65 indicators of Twitter: 28 facilitators, 20 use
characteristics, and 17 impact areas. The findings offer
insights for decision makers
Links to an external site.
and scholars interested in understanding Twitter use in a
multigroup setting. The proposed framework can provide
theoretical justifications for and predictions of relevant
Twitter issues. Further, it can help policy makers and
business managers assess whether certain aspects of Twitter
in a given setting need more attention.