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

被引：176

作者：

Kim, Eunice ^{[1
]}

Sung, Yongjun ^{[2
]}

Kang, Hamsu ^{[3
]}

机构：

[1] Univ Florida, Coll Journalism & Commun, Dept Advertising, Gainesville, FL 32611 USA

[2] Korea Univ, Dept Psychol, Seoul 136701, South Korea

[3] Sungkyunkwan Univ, Coll Social Sci, Dept Journalism & Mass Commun, Seoul, South Korea

来源：

COMPUTERS IN HUMAN BEHAVIOR | 2014年 / 37卷

关键词：

Twitter; Electronic word-of-mouth; Social media; Brand relationships; Online brand community; SOCIAL-INFLUENCE; CONSUMER; COMMUNICATION; DETERMINANTS; MOTIVATIONS; ANTECEDENTS; COMMUNITIES; IDENTITY; SITES; EWOM;

D O I：

10.1016/j.chb.2014.04.020

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

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.

引用

页码：18 / 25

页数：8

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