THE INFLUENCE OF COMMERCIAL TWITTER MESSAGES ON RETWEET AND PURCHASE INTENTIONS: AN EXAMINATION OF MOTIVATIONAL FACTORS AND BRAND ATTITUDE1

Authors

  • Nazmul Rony, Ph.D. Associate Professor of Communication, Department of Communication, College of Business, Slippery Rock University, PA, USA
  • Aditi Shams, Ph.D. Associate Professor, Department of International Business, University of Dhaka, Bangladesh
  • Rahnuma Ahmed, Ph.D. Independent Researcher, PA, USA

DOI:

https://doi.org/10.58964/JBA45N204

Keywords:

X, Twitter, twitted commercial messages, twitter usage, social media, retweet intention, purchase intention, communication technology, structural equation model.

Abstract

This study investigates the impact of commercial X (formerly Twitter) messages on users' intentions to retweet and subsequently their purchase intentions. We propose a model that elucidates the relationship between extrinsic and intrinsic motivations, brand attitude, Twitter usage, and users' behavioral intentions. The mediating role of the relationship with branded X/Twitter accounts is also examined. The findings from structural equation modeling reveal that extrinsic motivation and brand attitude significantly influence users' relationships with branded accounts, which in turn affects retweet and purchase intentions. The study concludes with implications for marketers leveraging X/Twitter as a platform for engagement and conversion.

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Published

12.12.2024

Issue

Vol. 45 No. 2 (2024): Journal of Business Administration

Section

Articles