PT - JOURNAL ARTICLE AU - Araujo, Theo AU - Neijens, Peter AU - Vliegenthart, Rens TI - What Motivates Consumers To Re-Tweet Brand Content? AID - 10.2501/JAR-2015-009 DP - 2015 Sep 01 TA - Journal of Advertising Research PG - 284--295 VI - 55 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/55/3/284.short 4100 - http://www.journalofadvertisingresearch.com/content/55/3/284.full SO - J Advert Res2015 Sep 01; 55 AB - 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.