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

• In Event: Commercial Aspects of Communication and Technology

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.

Authors

• Md. Nazmul Kabir Rony, U of Oklahoma

• Doyle Yoon, U of Oklahoma

• Rahnuma Ahmed, U of Oklahoma