The role of affect in Brand marketing on Twitter

• Main Authors: Thotsaporn Wongsrikun, 翁日華
• Other Authors: Yu-Qian Zhu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/24819174624985719179

碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === Social media has gained increasing importance in online brand marketing. This study aims to explore the role of affect, both positive and negative, in social media brand marketing. Based on the Mehrabian-Russell model, we propose that general positive affect exhibited by Twitter brand accounts is positively related to followers’ positive responses such as retweets and favorites, as well as the overall follower counts; general negative affect, however, is negatively related to followers’ retweets, favorites, and overall follower counts. Data was collected from the most recent tweets of each brand Twitter account, whereas the target brand accounts were selected from top brand finance global companies ranked by most brand value in the year 2014. The data was analyzed using linear regression. The results reveal that positive affect is positively related to the number of retweeted tweets, the number of favorited tweets, and follower counts. Negative affect, however, is negatively related to the number of retweeted tweets and the number of favorited tweets, but not significant related to follower counts.