Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

What Motivates Consumers To Re-Tweet Brand Content?

The Impact of Information, Emotion, And Traceability on Pass-Along Behavior

Theo Araujo, Peter Neijens, Rens Vliegenthart
DOI: 10.2501/JAR-2015-009 Published 1 September 2015
Theo Araujo
University of Amsterdam,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: T.B.Araujo@uva.nl
Peter Neijens
University of Amsterdam,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: P.C.Neijens@uva.nl
Rens Vliegenthart
University of Amsterdam,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: R.Vliegenthart@uva.nl
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

ABSTRACT

How do certain cues influence pass-along behavior (re-Tweeting) of brand messages on Twitter? Analyzing 19,343 global brand messages over a three-year period, the authors of this article found that informational cues were predictors of higher levels of re-Tweeting, particularly product details and links to a brand's website, social network sites, and photos or videos. And, although emotional cues did not influence re-Tweeting on their own, they reinforced the effects of informational cues and traceability cues (hashtags) when combined in the same message. In other words, Twitter users especially are interested in messages that are rich in informational content.

  • © Copyright 2015 The ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 55 Issue 3

Journal of Advertising Research: 55 (3)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
What Motivates Consumers To Re-Tweet Brand Content?
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
What Motivates Consumers To Re-Tweet Brand Content?
Theo Araujo, Peter Neijens, Rens Vliegenthart
Journal of Advertising Research Sep 2015, 55 (3) 284-295; DOI: 10.2501/JAR-2015-009

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
What Motivates Consumers To Re-Tweet Brand Content?
Theo Araujo, Peter Neijens, Rens Vliegenthart
Journal of Advertising Research Sep 2015, 55 (3) 284-295; DOI: 10.2501/JAR-2015-009
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
    • METHOD
    • ANALYSIS
    • RESULTS
    • DISCUSSION
    • FINDINGS
    • MANAGERIAL IMPLICATIONS
    • LIMITATIONS AND RECOMMENDED FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • REFERENCES
  • Figures & Data
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Do Price Promotions Help or Hurt Premium-Product Brands?
  • The Effectiveness of Comparative Versus Non-Comparative Advertising
Show more How Brand Marketing Works in Advertising

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use