Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter

Shu Chuan Chu, Youngjun Sung

Research output: Contribution to journalArticle

41 Citations (Scopus)

Abstract

Abstract With the real-time brand communications prevalent in Twitter, it has emerged as an increasingly important social technology that facilitates brand-focused electronic word-of-mouth (eWOM) activities. The objective of the current research is to examine the factors which discriminate between Twitter brand followers' decisions to engage in eWOM behaviors on the site. Specifically, this study proposes that peer communication, brand-related factors, and Twitter usage motivate brand followers to share eWOM messages on Twitter. Results from an online survey showed that brand followers who serve as role-models to others, those with positive attitudes toward and relationships with brands on Twitter, those who most heavily use Twitter and follow many brands, were most likely to tweet brands. Similar patterns were found in terms of retweeting the links of brands. This study contributes to the literature by demonstrating that Twitter is a socialization agent that facilitates eWOM and provides useful insights for social media marketers.

Original languageEnglish
Article number606
Pages (from-to)251-260
Number of pages10
JournalElectronic Commerce Research and Applications
Volume14
Issue number4
DOIs
Publication statusPublished - 2015 Jul 1

Keywords

  • Brand
  • Discriminant analysis
  • Electronic word-of-mouth
  • Social media
  • Socialization
  • Twitter

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Marketing
  • Management of Technology and Innovation

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