Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities

  title={Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities},
  author={Seung-A. Annie Jin and Joe Phua},
  journal={Journal of Advertising},
  pages={181 - 195}
Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM) valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter-based marketing communication, applying social capital theory, social identity theory, source credibility, and extant literature on eWoM. Experiment 1 demonstrated the main effect of number of followers on source credibility, and the interaction effect between eWoM valence and number of followers on product… Expand
Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity
ABSTRACT Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents andExpand
“This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook
Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers toExpand
"Celebrity 2.0 and beyond!" Effects of Facebook profile sources on social networking advertising
Two experiments examined the effects of different sources of celebrity-brand-related user-generated content embedded in a social networking site (SNS) to demonstrate more positive effects of celebrity brand endorsements posted on a peer consumer's Facebook profile page on source credibility perception and parasocial interaction with the celebrity. Expand
To tweet or not to tweet: the effects of social media endorsements on unfamiliar sport brands and athlete endorsers
Unfamiliar sport brands are consistently searching for ways to gain the interest of consumers and to differentiate the brand’s messages from the huge amount of advertising communications consumersExpand
Framing social media communication: Investigating the effects of brand post appeals on user interaction
Abstract Social networking sites (SNS) play an increasingly important role in the mix of brands’ marketing communication. A key question for marketing departments, therefore, is how brand posts canExpand
The roles of celebrity endorsers’ and consumers’ vegan identity in marketing communication about veganism
ABSTRACT Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303)Expand
Influence of parasocial relationship between digital celebrities and their followers on followers' purchase and electronic word-of-mouth intentions, and persuasion knowledge
Light is shed on how digital celebrities have an advertising influence on their SNS followers with the concept of parasocial relationships and is notable given the dearth of empirical studies on digital celebrities’ SNS advertising. Expand
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention
Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Expand
Consumer response toward native advertising on social media: the roles of source type and content type
PurposeDrawing upon attribution theory, this study aims to examine how different types of product information sources (mainstream celebrities vs micro-celebrities) interact with content typeExpand
Olympians on Twitter: A Linguistic Perspective of the Role of Authenticity, Clout, and Expertise in Social Media Advertising
Abstract Consumers’ ability to find information on demand via social media has given them considerable power they do not have with mass advertising, and social media offers great potential for brandsExpand


Are You Following Me? A Content Analysis of TV Networks’ Brand Communication on Twitter
Abstract This study provides a content analysis of television networks’ relational messages on Twitter by employing Bales’s interaction process analysis method. It also explores the phenomena ofExpand
A social network as information: The effect of system generated reports of connectedness on credibility on Twitter
Examination of system-generated cues available in social media impact perceptions of a source's credibility indicates that curvilinear effects for number of followers exist, such that having too many or too few connections results in lower judgments of expertise and trustworthiness. Expand
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theoryExpand
The tweet smell of celebrity success: Explaining variation in Twitter adoption among a diverse group of young adults
It is found that African Americans are more likely to use the service as are those with higher internet skills and interest in celebrity and entertainment news is a significant predictor of Twitter use mediating the effect of race among a diverse group of young adults. Expand
The Faces of Facebookers: Investigating Social Enhancement and Social Compensation Hypotheses; Predicting FacebookTM and Offline Popularity from Sociability and Self-Esteem, and Mapping the Meanings of Popularity with Semantic Networks
Investigation of two competing hypotheses from the literature finds that a subset of users, those more extroverted and with higher self-esteem, support the Social Enhancement hypothesis, being more popular both offline and on Facebook™. Expand
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?
Through Web-based consumer opinion platforms (e.g.,, the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of otherExpand
Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective
Research on negative word-of-mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study usesExpand
The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions
This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using printExpand
Peeling back the multiple layers of Twitter’s private disclosure onion: The roles of virtual identity discrepancy and personality traits in communication privacy management on Twitter
There were significant differences at the descriptive and inferential levels among the multiple dimensions of private information, including daily lives, social identity, competence, socio-economic status, and health, on the microblogging site Twitter. Expand
The Benefits of Facebook "Friends: " Social Capital and College Students' Use of Online Social Network Sites
Facebook usage was found to interact with measures of psychological well-being, suggesting that it might provide greater benefits for users experiencing low self-esteem and low life satisfaction. Expand