Following celebrities' tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers source credibility perception, buying intention, and social identification with celebrities

Seunga Jin*, Joe Phua

*Corresponding author for this work

Research output: Contribution to journalArticle

176 Scopus citations

Abstract

Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM) valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter-based marketing communication, applying social capital theory, social identity theory, source credibility, and extant literature on eWoM. Experiment 1 demonstrated the main effect of number of followers on source credibility, and the interaction effect between eWoM valence and number of followers on product involvement, buying intention, and intention to pass along eWoM. Experiment 2 revealed the interaction effect of celebrity type and number of followers on social identification with the celebrity as well as the mediating effect of social identification.

Original languageEnglish (US)
Pages (from-to)181-195
Number of pages15
JournalJournal of Advertising
Volume43
Issue number2
DOIs
StatePublished - Apr 3 2014

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ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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