Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth
作者：
Highlights：
• We survey on a sample of consumers who currently follow brands on Twitter.
• Consumers’ brand relationships influence their brand retweeting behavior.
• Brand identification contributes the most to consumers’ retweeting behavior.
• Brand trust and community commitment are also significant predictors.
• Media usage (frequency and postings) influences consumers’ retweeting behavior.
摘要
•We survey on a sample of consumers who currently follow brands on Twitter.•Consumers’ brand relationships influence their brand retweeting behavior.•Brand identification contributes the most to consumers’ retweeting behavior.•Brand trust and community commitment are also significant predictors.•Media usage (frequency and postings) influences consumers’ retweeting behavior.
论文关键词：Twitter,Electronic word-of-mouth,Social media,Brand relationships,Online brand community
论文评审过程：Available online 10 May 2014.
论文官网地址：https://doi.org/10.1016/j.chb.2014.04.020
