Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions

Research output: Chapter in Book/Report/Conference proceedingConference contribution

As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.
Original languageEnglish
Title of host publicationChoosing the Right Tools for the Job
Subtitle of host publicationEducators Providing Good Options
EditorsLisa Lendgren, Susan Geringer
Place of PublicationMacomb, IL
Pages5-13
Number of pages9
StatePublished - 22 Mar 2017
EventMarketing Management Association Spring Conference 2017 - Chicago, United States

Publication series

NameMMA Spring Conference Proceedings
PublisherMarketing Management Association
ISSN (Print)2325-3568

Conference

ConferenceMarketing Management Association Spring Conference 2017
CountryUnited States
CityChicago
Period22/03/1724/03/17
Internet address

    Research areas

  • social media, Twitter, corporate reputation, brand image, word of mouth, issue involvement, valence

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