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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

Jin, Seung-A Annie, Phua, Joe·2014·Journal of Advertising

DOI 10.1080/00913367.2013.827606

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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.

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Authors: Jin, S.-A. A., & Phua, J.
Venue: Journal of Advertising
Publisher: Informa UK Limited
Published: 2014-04-03
Volume: 43
Issue: 2
Pages: 181-195
ISSN: 0091-3367 (ISSN-L)
1557-7805
DOI: 10.1080/00913367.2013.827606
OpenAlex: W2058307797
Cited by: 755
References: 13
FWCI: 88.64
Type: journal article
Language: en
Open access: closed

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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

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