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,...