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

Eunice Kim; Yongjun Sung; Hamsu Kang

doi:10.1016/j.chb.2014.04.020

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

Eunice Kim, Yongjun Sung, Hamsu Kang

Department of Psychology

Research output: Contribution to journal › Article › peer-review

224 Scopus citations

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 language	English
Pages (from-to)	18-25
Number of pages	8
Journal	Computers in Human Behavior
Volume	37
DOIs	https://doi.org/10.1016/j.chb.2014.04.020
State	Published - Aug 2014

Bibliographical note

Funding Information:
This research was sponsored by SCOTOSS Consulting, a management consulting firm, in Seoul, South Korea as part of ‘Engagement Plus Study’.

Keywords

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

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10.1016/j.chb.2014.04.020

Cite this

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

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.",

keywords = "Brand relationships, Electronic word-of-mouth, Online brand community, Social media, Twitter",

author = "Eunice Kim and Yongjun Sung and Hamsu Kang",

note = "Funding Information: This research was sponsored by SCOTOSS Consulting, a management consulting firm, in Seoul, South Korea as part of {\textquoteleft}Engagement Plus Study{\textquoteright}.",

year = "2014",

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language = "English",

volume = "37",

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journal = "Computers in Human Behavior",

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T1 - Brand followers' retweeting behavior on Twitter

T2 - How brand relationships influence brand electronic word-of-mouth

AU - Kim, Eunice

AU - Sung, Yongjun

AU - Kang, Hamsu

N1 - Funding Information: This research was sponsored by SCOTOSS Consulting, a management consulting firm, in Seoul, South Korea as part of ‘Engagement Plus Study’.

PY - 2014/8

Y1 - 2014/8

N2 - 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.

AB - 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.

KW - Brand relationships

KW - Electronic word-of-mouth

KW - Online brand community

KW - Social media

KW - Twitter

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DO - 10.1016/j.chb.2014.04.020

M3 - Article

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SN - 0747-5632

VL - 37

SP - 18

EP - 25

JO - Computers in Human Behavior

JF - Computers in Human Behavior

ER -

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

Abstract

Bibliographical note

Keywords

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