Following brands on twitter: An extension of theory of planned behavior

Shu Chuan Chu, Hsuan Ting Chen, Youngjun Sung

Research output: Contribution to journalArticlepeer-review

27 Citations (Scopus)

Abstract

Due to its immediacy and efficiency, Twitter has recently emerged as a form of marketing communication tool that offers unique advantages for two-way communication between marketers and consumers. This study examines brand-following behavior on Twitter using the Ajzen’s model of theory of planned behavior (TPB). Results show that attitude toward brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on Twitter. Consumers’ intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intention to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users’ brand-following behavior. More importantly, our finding that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. This study provides both theoretical and managerial implications.

Original languageEnglish
Pages (from-to)421-437
Number of pages17
JournalInternational Journal of Advertising
Volume35
Issue number3
DOIs
Publication statusPublished - 2016 Jan 1

Keywords

  • Brand attachment
  • Social media
  • Theory of planned behavior
  • Twitter

ASJC Scopus subject areas

  • Communication
  • Marketing

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