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

Computers in Human Behavior, pp. 18-25, 2014.

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Keywords:
TwitterElectronic word-of-mouthSocial mediaBrand relationshipsOnline brand community

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 f...More

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