Why Isn't Everyone Doing It? A Comparison of Antecedents to Following Brands on Twitter and Facebook

Abstract

This research compares the antecedents to young adults' intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users' intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers' attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.

Effect of Instant Messaging Advertising on the Hierarchy‐of‐Effects Model Amid Teenagers in South Africa

“…A majority of teenagers logged on to Mxit on a daily basis or multiple times a week (85.2%), which is also comparable to other South African (Breitenbach, 2015;Wronski, 2015) and international studies (Logan, 2014;Murphy, 2014) in terms of other social media platforms. South African adolescents generally spent an evenly distributed number of hours per log-on period (one to five or more hours) using this IM platform.…”

“…Therefore, as a result of the huge value of social media advertising and youth spending power, further research is warranted. Much research has been dedicated to social media advertising on digital platforms such as Facebook, Twitter and YouTube (Smith et al, 2012;Hudson and Hudson, 2013;Logan, 2014;Kananukul et al, 2015;Leung et al, 2015;Schivinski and Dabrowski, 2015), but there is a dearth of research on IM advertising. WhatsApp is the second most popular social media channel in SA, and is also one of the largest global IM platforms.…”

Spectators’ Awareness, Attitudes and Behaviors towards a Stadium’s Social Media Campaign

“…Logan (2014) suggests that customer awareness is an important antecedent that affects the intentions of individuals to follow brands in social media. Spectators' must become aware of a stadium's social media before they develop attitudes towards and follow a stadium's social media.…”

“…In contrast, sports fans are motivated to use Twitter to express opinions during live events. During live events, many sports fans prefer to use Twitter to share insights, passions, and photos (Delia & Armstrong, 2015;Logan, 2014). Instagram is a popular social media that individuals use to share photos from sports events (Bruton, 2015).…”

“…Little research has been devoted to the understanding the factors that motivate individuals to use sports-related social media (Gantz & Lewis, 2014;Logan, 2014;Mahan, 2011;Ozsoy, 2011;Seo & Green, 2008;Witkemper, Lim, & Waldburger, 2012), but none of these studies have examined how and why sports fans use, follow, and share social media developed by sports stadium professionals. The current study aims to fill important gaps in the academic literature by examining the relationship between spectator's awareness, attitudes, and behaviors associated with social media efforts developed by a major sports stadium.…”