RT Journal Article SR Electronic T1 What Motivates Consumers To Re-Tweet Brand Content? JF Journal of Advertising Research JO J Advert Res FD WARC SP 284 OP 295 DO 10.2501/JAR-2015-009 VO 55 IS 3 A1 Theo Araujo A1 Peter Neijens A1 Rens Vliegenthart YR 2015 UL http://www.journalofadvertisingresearch.com/content/55/3/284.abstract 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.