TY - JOUR
T1 - Following celebrities' tweets about brands
T2 - The impact of Twitter-based electronic word-of-mouth on consumers source credibility perception, buying intention, and social identification with celebrities
AU - Jin, Seunga
AU - Phua, Joe
PY - 2014/4/3
Y1 - 2014/4/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84899493262&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84899493262&partnerID=8YFLogxK
U2 - 10.1080/00913367.2013.827606
DO - 10.1080/00913367.2013.827606
M3 - Article
AN - SCOPUS:84899493262
VL - 43
SP - 181
EP - 195
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 2
ER -