Research is a key part of WU's academic identity and a prerequisite for research-based teaching. In their work, WU’s researchers focus not only on business and economics, law, and socioeconomics, but also on the socially, ecologically, and culturally relevant questions we as a society are faced with today.
Twitter is one of the most influential social media platforms worldwide. Some 500 million tweets are written daily, and over 300 million people use Twitter to communicate with each other every month. It’s not surprising, then, that many companies have started to use Twitter for business communication purposes, especially in customer service. WU researcher Ursula Lutzky wanted to find out how the interaction between customers and companies works on Twitter and how it could be improved.