Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth
- Authors
- Kim, Eunice; Sung, Yongjun; Kang, Hamsu
- Issue Date
- 8월-2014
- Publisher
- PERGAMON-ELSEVIER SCIENCE LTD
- Keywords
- Twitter; Electronic word-of-mouth; Social media; Brand relationships; Online brand community
- Citation
- COMPUTERS IN HUMAN BEHAVIOR, v.37, pp.18 - 25
- Indexed
- SSCI
SCOPUS
- Journal Title
- COMPUTERS IN HUMAN BEHAVIOR
- Volume
- 37
- Start Page
- 18
- End Page
- 25
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/97884
- DOI
- 10.1016/j.chb.2014.04.020
- ISSN
- 0747-5632
- 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. (C) 2014 Elsevier Ltd. All rights reserved.
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Collections - School of Psychology > School of Psychology > 1. Journal Articles
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