TY - JOUR
T1 - 'Retweet for a Chance to…’ : an analysis of what triggers consumers to engage in seeded eWOM on Twitter
AU - Soboleva, Alena
AU - Burton, Suzan
AU - Mallik, Girijasankar
AU - Khan, Aila
PY - 2017
Y1 - 2017
N2 - Twitter provides an important channel for brands to seed electronic word of mouth (eWOM) by followers retweeting brand messages, but prior research has not established a theoretical framework for how brands can maximise eWOM. This study presents and tests a theoretical model incorporating interactive, textual and visual tweet features to predict eWOM, using tweets by leading brands from three industries. Industry was found to be an important moderator of the effect of tweet features; after controlling for the reach and frequency of tweets, hashtags, retweet requests and photos were consistently associated with a higher retweet rate across industries, but the effect of URL links, non-initial mentions and video varied across industries, in some cases decreasing the retweet rate. Implications for research and practice are discussed.
AB - Twitter provides an important channel for brands to seed electronic word of mouth (eWOM) by followers retweeting brand messages, but prior research has not established a theoretical framework for how brands can maximise eWOM. This study presents and tests a theoretical model incorporating interactive, textual and visual tweet features to predict eWOM, using tweets by leading brands from three industries. Industry was found to be an important moderator of the effect of tweet features; after controlling for the reach and frequency of tweets, hashtags, retweet requests and photos were consistently associated with a higher retweet rate across industries, but the effect of URL links, non-initial mentions and video varied across industries, in some cases decreasing the retweet rate. Implications for research and practice are discussed.
KW - marketing
KW - online social networks
KW - word-of-mouth advertising
UR - http://handle.westernsydney.edu.au:8081/1959.7/uws:42765
U2 - 10.1080/0267257X.2017.1369142
DO - 10.1080/0267257X.2017.1369142
M3 - Article
SN - 0267-257X
VL - 33
SP - 1120
EP - 1148
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 13-14
ER -