Authors:
Basim Musallam
1
and
Rodrigo Magalhães
2
Affiliations:
1
Kuwait Masstricht Business School, Kuwait
;
2
Kuwait Maastricht Business School and University of Algarve, Kuwait
Keyword(s):
Twitter, Electronic Word-of-mouth, Online Consumer Behaviour, Online Consumer Motivation, eWOM Intentions, Consumer Engagement, Corporate Response Strategy, Interactivity.
Related
Ontology
Subjects/Areas/Topics:
Communities of Interest
;
e-Business and e-Commerce
;
Social and Legal Issues
;
Social Networks and Organizational Culture
;
Society, e-Business and e-Government
;
Web Information Systems and Technologies
Abstract:
The study aims to explore customers’ motivational factors to express their opinions in Twitter regarding company performance, products and services. Using Twitter as the main medium of the study, an electronic questionnaire has been implemented to gather data. A total of 1,192 complete valid responses have been collected from 5,011 hits on Twitter. Data were statistically analyzed to extract the strongest factors. The results show that consumers are driven by multiple motives. Concern for Other Consumers, Extraversion/Positive Self Enhancement, Venting Negative Feelings and Helping the Company are the primary factors. Furthermore, we have identified early symptoms of grouped eWOM in Twitter against and in favour of companies which carry an important message to companies regarding the need to formulate proactive strategies to deal the with upcoming trend of Twitter powers for companies. The study was carried out in Kuwait.