loading
Papers Papers/2022 Papers Papers/2022

Research.Publish.Connect.

Paper

Paper Unlock

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.

CC BY-NC-ND 4.0

Sign In Guest: Register as new SciTePress user now for free.

Sign In SciTePress user: please login.

PDF ImageMy Papers

You are not signed in, therefore limits apply to your IP address 44.204.65.189

In the current month:
Recent papers: 100 available of 100 total
2+ years older papers: 200 available of 200 total

Paper citation in several formats:
Musallam, B. and Magalhães, R. (2012). ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions. In Proceedings of the 8th International Conference on Web Information Systems and Technologies - WEBIST; ISBN 978-989-8565-08-2; ISSN 2184-3252, SciTePress, pages 558-564. DOI: 10.5220/0003935305580564

@conference{webist12,
author={Basim Musallam. and Rodrigo Magalhães.},
title={ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions},
booktitle={Proceedings of the 8th International Conference on Web Information Systems and Technologies - WEBIST},
year={2012},
pages={558-564},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003935305580564},
isbn={978-989-8565-08-2},
issn={2184-3252},
}

TY - CONF

JO - Proceedings of the 8th International Conference on Web Information Systems and Technologies - WEBIST
TI - ELECTRONIC WORD-OF-MOUTH VIA TWITTER - Customer eWOM Motivations and Intentions
SN - 978-989-8565-08-2
IS - 2184-3252
AU - Musallam, B.
AU - Magalhães, R.
PY - 2012
SP - 558
EP - 564
DO - 10.5220/0003935305580564
PB - SciTePress