Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter

作者：

Highlights：

• We examine the factors which discriminate between Twitter brand followers’ decisions to engage in eWOM behaviors on the site.

• Brand followers with positive attitudes toward brands are more likely to tweet brands.

• Brand followers with positive relationships with brands are more likely to tweet brands.

• Brand followers who serve as role-models to others are more likely to tweet brands.

• Similar patterns were found in terms of retweeting the links of brands.

摘要

•We examine the factors which discriminate between Twitter brand followers’ decisions to engage in eWOM behaviors on the site.•Brand followers with positive attitudes toward brands are more likely to tweet brands.•Brand followers with positive relationships with brands are more likely to tweet brands.•Brand followers who serve as role-models to others are more likely to tweet brands.•Similar patterns were found in terms of retweeting the links of brands.

论文关键词：Socialization,Electronic word-of-mouth,Brand,Twitter,Social media,Discriminant analysis

论文评审过程：Received 18 August 2014, Revised 14 April 2015, Accepted 26 April 2015, Available online 27 May 2015, Version of Record 1 August 2015.

论文官网地址：https://doi.org/10.1016/j.elerap.2015.04.002