Twitter: The motivation to follow a brand

This paper explains the findings from research in Colombia which analysed 100 profiles of Twitter users and surveyed 200 Twitter users aged 19 to 30 years old who followed brands.

Twitter: The motivation to follow a brand

Andrea Durán Sánchez and María Angélica Aya ZarateOMD, Colombia

Introduction

The purpose of this paper is to present a qualitative analysis of the motivation behind the relationship between users and brands in the context of the Twitter social network. In order to execute this analysis 100 Twitter profiles were downloaded as a sample, and 200 surveys were applied to Colombians belonging to the "millennial generation" (19 to 30 years old), users of Twitter and brand followers on this social network. This study focuses on the detection of the motivations, needs,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands