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

Eunice Kim, Yongjun Sung, Hamsu Kang

    Research output: Contribution to journalArticlepeer-review

    219 Citations (Scopus)

    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 languageEnglish
    Pages (from-to)18-25
    Number of pages8
    JournalComputers in Human Behavior
    Volume37
    DOIs
    Publication statusPublished - 2014 Aug

    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

    ASJC Scopus subject areas

    • Arts and Humanities (miscellaneous)
    • Human-Computer Interaction
    • General Psychology

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