ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions

Basim Musallam, Rodrigo Magalhães

2012

Abstract

The study aims to explore customers’ motivational factors to express their opinions in Twitter regarding company performance, products and services. Using Twitter as the main medium of the study, an electronic questionnaire has been implemented to gather data. A total of 1,192 complete valid responses have been collected from 5,011 hits on Twitter. Data were statistically analyzed to extract the strongest factors. The results show that consumers are driven by multiple motives. Concern for Other Consumers, Extraversion/Positive Self Enhancement, Venting Negative Feelings and Helping the Company are the primary factors. Furthermore, we have identified early symptoms of grouped eWOM in Twitter against and in favour of companies which carry an important message to companies regarding the need to formulate proactive strategies to deal the with upcoming trend of Twitter powers for companies. The study was carried out in Kuwait.

Paper Citation

in Harvard Style

Musallam B. and Magalhães R. (2012). ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions . In Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-8565-08-2, pages 558-564. DOI: 10.5220/0003935305580564

in Bibtex Style

@conference{webist12,
author={Basim Musallam and Rodrigo Magalhães},
title={ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions},
booktitle={Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2012},
pages={558-564},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003935305580564},
isbn={978-989-8565-08-2},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions
SN - 978-989-8565-08-2
AU - Musallam B.
AU - Magalhães R.
PY - 2012
SP - 558
EP - 564
DO - 10.5220/0003935305580564