Citation

Effects of Twitted Commercial Messages on Twitter Users’ Retweet and Purchase Intention

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Abstract:

This study was designed to investigate how commercial Twitter messages can affect users’
intention to retweet, a Twitter-specific marketing goal, and, then ultimately, purchase intentions, a general marketing goal. In this process, the study particularly focused on three important factors (extrinsic and intrinsic motivation, brand attitude, and Twitter usage) as important antecedents. Relationship with branded Twitter account was introduced as a mediating variable to find out how the factors actually can affect the behavioral intentions of Twitter users by proposing a model. The analysis of structural equation model showed that only extrinsic motivation and brand attitude were positively associated with relation to the branded Twitter account and this relation, in turn, was also positively associated with both retweet intention and purchase intention, mentioning a significant association between retweet and purchase intention as well. Overall, the hypothesized model showed a good fit in explaining significant associations between the variables.
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p985874_index.html
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MLA Citation:

Rony, Md. Nazmul., Yoon, Doyle. and Ahmed, Rahnuma. "Effects of Twitted Commercial Messages on Twitter Users’ Retweet and Purchase Intention" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2015-12-02 <http://citation.allacademic.com/meta/p985874_index.html>

APA Citation:

Rony, M. K., Yoon, D. and Ahmed, R. , 2015-05-21 "Effects of Twitted Commercial Messages on Twitter Users’ Retweet and Purchase Intention" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2015-12-02 from http://citation.allacademic.com/meta/p985874_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study was designed to investigate how commercial Twitter messages can affect users’
intention to retweet, a Twitter-specific marketing goal, and, then ultimately, purchase intentions, a general marketing goal. In this process, the study particularly focused on three important factors (extrinsic and intrinsic motivation, brand attitude, and Twitter usage) as important antecedents. Relationship with branded Twitter account was introduced as a mediating variable to find out how the factors actually can affect the behavioral intentions of Twitter users by proposing a model. The analysis of structural equation model showed that only extrinsic motivation and brand attitude were positively associated with relation to the branded Twitter account and this relation, in turn, was also positively associated with both retweet intention and purchase intention, mentioning a significant association between retweet and purchase intention as well. Overall, the hypothesized model showed a good fit in explaining significant associations between the variables.


Similar Titles:
The Effects of Twitter Users’ Weight Status and Gender on Attitudes and Viral Behavior Intentions toward Obesity-Related News Coverage


 
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