As a one of the fastest growing areas for online marketing, social media, specifically Twitter, a social networking site, could provide prominent opportunities for marketers. However, little scholarship has empirically investigated why consumers use Twitter and how to utilize Twitter as a brand information exchanging tool. In this study, 4 independent variables--perceived similarity, perceived credibility, product category (utilitarian and hedonic), and perceived fit (utilitarian and hedonic) --which might affect consumer attitude toward marketing messages in Twitter, were examined. The results showed that perceived similarity, perceived credibility, product category of hedonic dimension, and perceived fit of hedonic product dimensions affected consumers' evaluation of brand attitudes. In addition, perceived credibility, perceived fit of utilitarian dimension, and perceived fit of hedonic dimension affected consumers' eWOM-spreading intention. [PUBLICATION ABSTRACT]

 

Source: http://search.proquest.com/docview/1151124998/