Brand followers: Consumer motivation and attitude towards brand communications on Twitter
Eun Sook Kwon
University of Georgia
Eunice Kim
University of Florida
Yongjun Sung
Korea University
Chan Yun Yoo
University of Kentucky
Introduction
What is considered a ‘must-do’ activity of today’s marketers is creating brand presence on social networking sites (SNSs). At the same time, SNSs have moved a great deal of the fate of brands into consumer hands. Of course, in traditional interactive advertising or marketing activities, marketers control their message. SNSs turn this model upside down by providing a venue where consumers voluntarily opt in to receive brand...