Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

Abstract

As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.
LanguageEnglish
Title of host publicationChoosing the Right Tools for the Job
Subtitle of host publicationEducators Providing Good Options
EditorsLisa Lendgren, Susan Geringer
Place of PublicationMacomb, IL
Pages5-13
Number of pages9
Publication statusPublished - 22 Mar 2017
EventMarketing Management Association Spring Conference 2017 - Chicago Palmer House, Chicago, United States
Duration: 22 Mar 201724 Mar 2017
http://www.mmaglobal.org/conferences/spring-conference/

Publication series

NameMMA Spring Conference Proceedings
PublisherMarketing Management Association
ISSN (Print)2325-3568

Conference

ConferenceMarketing Management Association Spring Conference 2017
CountryUnited States
CityChicago
Period22/03/1724/03/17
Internet address

Fingerprint

Brand image
Factors
Disruption
Brand experience
Twitter
Structural equation model
Electronic word-of-mouth
Valence
Experiment
Social networks
Predictors

Keywords

  • social media
  • Twitter
  • corporate reputation
  • brand image
  • word of mouth
  • issue involvement
  • valence

Cite this

B. Barhorst, J., & Wilson, A. (2017). Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions. In L. Lendgren, & S. Geringer (Eds.), Choosing the Right Tools for the Job: Educators Providing Good Options (pp. 5-13). (MMA Spring Conference Proceedings). Macomb, IL.
B. Barhorst, Jennifer ; Wilson, Alan. / Retweeting brand experiences : factors motivating receivers to proliferate brand image disruptions. Choosing the Right Tools for the Job: Educators Providing Good Options. editor / Lisa Lendgren ; Susan Geringer. Macomb, IL, 2017. pp. 5-13 (MMA Spring Conference Proceedings).
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title = "Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions",
abstract = "As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.",
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B. Barhorst, J & Wilson, A 2017, Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions. in L Lendgren & S Geringer (eds), Choosing the Right Tools for the Job: Educators Providing Good Options. MMA Spring Conference Proceedings, Macomb, IL, pp. 5-13, Marketing Management Association Spring Conference 2017, Chicago, United States, 22/03/17.

Retweeting brand experiences : factors motivating receivers to proliferate brand image disruptions. / B. Barhorst, Jennifer; Wilson, Alan.

Choosing the Right Tools for the Job: Educators Providing Good Options. ed. / Lisa Lendgren; Susan Geringer. Macomb, IL, 2017. p. 5-13 (MMA Spring Conference Proceedings).

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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AB - As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.

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B. Barhorst J, Wilson A. Retweeting brand experiences: factors motivating receivers to proliferate brand image disruptions. In Lendgren L, Geringer S, editors, Choosing the Right Tools for the Job: Educators Providing Good Options. Macomb, IL. 2017. p. 5-13. (MMA Spring Conference Proceedings).