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

46 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

ASJC Scopus subject areas

  • Communication
  • Marketing

Fingerprint Dive into the research topics of 'Brand followers: Consumer motivation and attitude towards brand communications on Twitter'. Together they form a unique fingerprint.

  • Cite this