TY - JOUR
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
UR - http://www.scopus.com/inward/record.url?scp=84900431458&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2014.04.020
DO - 10.1016/j.chb.2014.04.020
M3 - Article
AN - SCOPUS:84900431458
SN - 0747-5632
VL - 37
SP - 18
EP - 25
JO - Computers in Human Behavior
JF - Computers in Human Behavior
ER -