Following brands on Twitter: an extension of theory of planned behavior
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AbstractDue 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.
All Author(s) ListChu SC, Chen HT, Sung Y
Journal nameInternational Journal of Advertising
Detailed descriptionPublished online.
Volume Number35
Issue Number3
PublisherTaylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen
Pages421 - 437
LanguagesEnglish-United Kingdom
Keywordsbrand attachment; social media; theory of planned behavior; Twitter
Web of Science Subject CategoriesBusiness; Business & Economics; Communication

Last updated on 2020-25-09 at 12:59