Title

Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets

Document Type

Journal Article

Publisher

Taylor & Francis (Routledge)

Faculty

Faculty of Business and Law

School

School of Business

RAS ID

19203

Comments

This article was originally published as: Wood N.T., Burkhalter J.N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(42036), 129-146. Original article available here

Abstract

Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through Twitter and to examine how the category of Tweet impacts brand engagement. Findings reveal that whereas celebrity Tweets may be successful at capturing attention and disseminating brand information, they have minimal impact on changing brand opinions. What influence celebrities do have may be best served with unfamiliar brands rather than familiar ones - results suggest that not unlike in traditional offline media, in social media celebrities may be influential in drawing attention to unfamiliar brands. Our results also suggest that companies with established familiar brands should be cautious about paying to seed their own Tweets using Twitter's 'Promoted by' option, particularly if the brand is one that consumers have a neutral opinion of, as this can lower consumers' opinion of the brand. Instead, these companies should encourage consumers to follow them on Twitter as this will enable the brand to interact directly with consumers.

DOI

10.1080/13527266.2013.797784

Access Rights

Not open access

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