Brand followers: Consumer motivation and attitude towards brand communications on Twitter

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites.

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...

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