Brand followers: Consumer motivation and attitude towards brand communications on Twitter

Eun Sook Kwon, Eunice Kim, Yongjun Sung, Chan Yun Yoo

Research output: Contribution to journalArticlepeer-review

79 Scopus citations


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
Issue number4
StatePublished - 2014

Bibliographical note

Publisher Copyright:
© Copyright Warc 2014.


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