What Attracts Followers?: Exploring Factors Contributing to Brand Twitter Follower Counts

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Author(s): Yu-Qian Zhu (Department of Information Management, National Taiwan University of Science and Technology, Taiwan)and Bo Hsiao (Department of Information Management, Chang Jung Christian University, Taiwan)
Copyright: 2022
Pages: 23
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch024

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical understanding of the factors that contribute to brand Twitter follower count based on social network and communication theories. Using data from 346 Twitter accounts spanning 48 industries and 31 countries, the authors found that the quality and quantity of tweets, as well as social learning of brand Twitter accounts are positively related to brand Twitter account followers; contrary to popular belief, the use of hashtags and links and interactivity with users are not positively related to brand Twitter account followers. The study is among the first to investigate what attracts brand Twitter account followers, which offers important strategic recommendations for brand social media managers on how to manage their social media accounts.

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What Attracts Followers?: Exploring Factors Contributing to Brand Twitter Follower Counts

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