The relationship between social media marketing communication and retweeting intention and brand attitude of fans

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Science Research Management ›› 2014, Vol. 35 ›› Issue (6) : 129-135.

Chen Jingyu, Wang Chunguo, Tang Xiaofei

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Abstract

Marketing communication has a significant impact on customer's brand attitude in the traditional media environment, but the development of social media has greatly changed the marketing communication environment, and the company's social media communication have not gained expected effect as it did by traditional media. Based on theoretical hypothesis about the relationship between information topic, sources, mix strategies of social media and retweeting intention and brand attitude of fans, this paper examines the above issues by taking the data of experimental method. The findings is that social media communication has a positive significant influence to brand attitude of fans, there are significant differences of retweeting intension depended on information topics, sources and social media communication mix strategies, and there is no signification relationship between retweeting intention and brand attitude of fans. This study, therefore, contributes to the literature on social media marketing communication and provides important references for managers.

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social media / marketing communication / brand attitude / retweeting

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Chen Jingyu, Wang Chunguo, Tang Xiaofei. The relationship between social media marketing communication and retweeting intention and brand attitude of fans[J]. Science Research Management. 2014, 35(6): 129-135

References

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