TY - JOUR
T1 - Following brands on twitter
T2 - An extension of theory of planned behavior
AU - Chu, Shu Chuan
AU - Chen, Hsuan Ting
AU - Sung, Youngjun
PY - 2016/1/1
Y1 - 2016/1/1
N2 - 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.
AB - 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.
KW - Brand attachment
KW - Social media
KW - Theory of planned behavior
KW - Twitter
UR - http://www.scopus.com/inward/record.url?scp=84962467950&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84962467950&partnerID=8YFLogxK
U2 - 10.1080/02650487.2015.1037708
DO - 10.1080/02650487.2015.1037708
M3 - Article
AN - SCOPUS:84962467950
VL - 35
SP - 421
EP - 437
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 3
ER -