Twitter: The motivation to follow a brand

Andrea Durán Sánchez and María Angélica Aya Zarate
OMD, 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, expectations and reasons of Colombian Twitter users to follow a brand on Twitter.

Research question

What motivates Colombian Twitter users to follow a brand on that network?

Objective

To understand the motivation and needs that drive Colombians between 19 and 30 years old (millennials) to follow a brand on Twitter.