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TWEET ABOUT A BRAND: A PLAN TO PURCHASE.

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dc.contributor.author Raza, A.
dc.date.accessioned 2017-09-28T10:36:12Z
dc.date.available 2017-09-28T10:36:12Z
dc.date.issued 2017
dc.identifier.citation Raza, A.(2017). TWEET ABOUT A BRAND: A PLAN TO PURCHASE.International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 87. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17637
dc.description.abstract Consumers in the cities of Pakistan have shown interest in buying online. The online buying is a phenomenon that has caught fast through social media Facebook communities, twitter, instagram, snapchat etc. Marketers are benefiting from the advantage of the two way communication that is offered by social media. This paper explores and examines the pattern of consumers using twi tter to follow a brand specifically clothing and to tweet about a brand (clothing) as well as retweet about a brand. The theoretical grounding for this paper is Theory of Planned Behavior. Results show that attitude towards brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on the social media. Consumers’ intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intentions to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users’ brand-following behavior. More importantly, the finding of the paper identifies that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. The conceptual framework developed is evaluated via SEM and results have both theoretical and managerial implications. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Theory of Planned Behavior en_US
dc.subject Consumers en_US
dc.subject Attitude en_US
dc.subject Twitter en_US
dc.subject Brands (clothing) en_US
dc.title TWEET ABOUT A BRAND: A PLAN TO PURCHASE. en_US
dc.type Article en_US


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