Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth

Eunice Kim, Youngjun Sung, Hamsu Kang

Research output: Contribution to journalArticle

108 Citations (Scopus)

Abstract

Twitter, the popular microblogging site, has received increasing attention as a unique communication tool that facilitates electronic word-of-mouth (eWOM). To gain greater insight into this potential, this study investigates how consumers' relationships with brands influence their engagement in retweeting brand messages on Twitter. Data from a survey of 315 Korean consumers who currently follow brands on Twitter show that those who retweet brand messages outscore those who do not on brand identification, brand trust, community commitment, community membership intention, Twitter usage frequency, and total number of postings.

Original languageEnglish
Pages (from-to)18-25
Number of pages8
JournalComputers in Human Behavior
Volume37
DOIs
Publication statusPublished - 2014 Jan 1

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Keywords

  • Brand relationships
  • Electronic word-of-mouth
  • Online brand community
  • Social media
  • Twitter

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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