What Motivates Consumers to Re-Tweet Brand Content? The Impact of Information, Emotion, and Traceability on Pass-Along Behavior

How do certain cues influence pass-along behavior (re-Tweeting) of brand messages on Twitter? Analyzing 19,343 global brand messages over a three-year period, the authors of this article found that informational cues were predictors of higher levels of re-Tweeting, particularly product details and links to a brand's website, social network sites, and photos or videos.

What Motivates Consumers to Re-Tweet Brand Content? The Impact of Information, Emotion, and Traceability on Pass-Along Behavior

Theo Araujo, Peter Neijens and Rens Vliegenhart

University of Amsterdam

MANAGEMENT SLANT

  • Consumers actively pass along brand messages on Twitter through re-Tweets and help extend brand reach by exposing a message to new audiences.
  • When passing along brand messages to many followers in a public manner, consumers prefer rich information content about the brand and its products.
  • Emotional cues and hashtags (traceability cues), when combined with informational cues, lead to an even higher level of re-Tweeting.
  • Providing relevant, specific,...

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