Brand followers: Consumer motivation and attitude towards brand communications on Twitter

Eun Sook Kwon, Eunice Kim, Youngjun Sung, Chan Yun Yoo

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention). In addition, we examined what factors affected attitudes towards brand communications on Twitter, based on the consumer socialisation framework. Our findings suggest consumers follow brands on Twitter because of four primary motivations: incentive seeking, social-interaction seeking, brand usage/likeability, and information seeking. The latter three were found to be significant predictors of the consumer–brand relationship variables. Also, individuals who communicate frequently with peers about brands and generally hold more favourable attitudes towards advertising are more likely to have positive attitudes towards brand communications via Twitter.

Original languageEnglish
Pages (from-to)657-680
Number of pages24
JournalInternational Journal of Advertising
Volume33
Issue number4
Publication statusPublished - 2014 Jan 1

Fingerprint

twitter
follower
Marketing
communications
Communication
Surveying
advertising industry
Socialisation
networking
Industry
incentive
commitment
Twitter
Follower
interaction
community

ASJC Scopus subject areas

  • Communication
  • Marketing

Cite this

Brand followers : Consumer motivation and attitude towards brand communications on Twitter. / Kwon, Eun Sook; Kim, Eunice; Sung, Youngjun; Yoo, Chan Yun.

In: International Journal of Advertising, Vol. 33, No. 4, 01.01.2014, p. 657-680.

Research output: Contribution to journalArticle

@article{59bb297847e7465a8230ec20a6f95c41,
title = "Brand followers: Consumer motivation and attitude towards brand communications on Twitter",
abstract = "Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention). In addition, we examined what factors affected attitudes towards brand communications on Twitter, based on the consumer socialisation framework. Our findings suggest consumers follow brands on Twitter because of four primary motivations: incentive seeking, social-interaction seeking, brand usage/likeability, and information seeking. The latter three were found to be significant predictors of the consumer–brand relationship variables. Also, individuals who communicate frequently with peers about brands and generally hold more favourable attitudes towards advertising are more likely to have positive attitudes towards brand communications via Twitter.",
author = "Kwon, {Eun Sook} and Eunice Kim and Youngjun Sung and Yoo, {Chan Yun}",
year = "2014",
month = "1",
day = "1",
language = "English",
volume = "33",
pages = "657--680",
journal = "International Journal of Advertising",
issn = "0265-0487",
publisher = "NTC Publications Ltd.",
number = "4",

}

TY - JOUR

T1 - Brand followers

T2 - Consumer motivation and attitude towards brand communications on Twitter

AU - Kwon, Eun Sook

AU - Kim, Eunice

AU - Sung, Youngjun

AU - Yoo, Chan Yun

PY - 2014/1/1

Y1 - 2014/1/1

N2 - Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention). In addition, we examined what factors affected attitudes towards brand communications on Twitter, based on the consumer socialisation framework. Our findings suggest consumers follow brands on Twitter because of four primary motivations: incentive seeking, social-interaction seeking, brand usage/likeability, and information seeking. The latter three were found to be significant predictors of the consumer–brand relationship variables. Also, individuals who communicate frequently with peers about brands and generally hold more favourable attitudes towards advertising are more likely to have positive attitudes towards brand communications via Twitter.

AB - Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention). In addition, we examined what factors affected attitudes towards brand communications on Twitter, based on the consumer socialisation framework. Our findings suggest consumers follow brands on Twitter because of four primary motivations: incentive seeking, social-interaction seeking, brand usage/likeability, and information seeking. The latter three were found to be significant predictors of the consumer–brand relationship variables. Also, individuals who communicate frequently with peers about brands and generally hold more favourable attitudes towards advertising are more likely to have positive attitudes towards brand communications via Twitter.

UR - http://www.scopus.com/inward/record.url?scp=84914692680&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84914692680&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:84914692680

VL - 33

SP - 657

EP - 680

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 4

ER -