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

@article{Kim2014BrandFR,
  title={Brand followers' retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth},
  author={Eunice Kim and Yongjun Sung and Hamsu Kang},
  journal={Computers in Human Behavior},
  year={2014},
  volume={37},
  pages={18-25}
}
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… CONTINUE READING
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