Following brands on Twitter: an extension of theory of planned behavior
- Authors
- Chu, Shu-Chuan; Chen, Hsuan-Ting; Sung, Yongjun
- Issue Date
- 3-5월-2016
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Twitter; social media; theory of planned behavior; brand attachment
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.35, no.3, pp.421 - 437
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 35
- Number
- 3
- Start Page
- 421
- End Page
- 437
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/88672
- DOI
- 10.1080/02650487.2015.1037708
- ISSN
- 0265-0487
- Abstract
- Due to its immediacy and efficiency, Twitter has recently emerged as a form of marketing communication tool that offers unique advantages for two-way communication between marketers and consumers. This study examines brand-following behavior on Twitter using the Ajzen's model of theory of planned behavior (TPB). Results show that attitude toward brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on Twitter. Consumers' intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intention to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users' brand-following behavior. More importantly, our finding that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. This study provides both theoretical and managerial implications.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - School of Psychology > School of Psychology > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.