Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others

Chen, Gina Masullo

doi:10.1016/j.chb.2010.10.023

Cited by 575 publications

(445 citation statements)

References 34 publications

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“…People use Twitter mainly to make connections with others and as a source of information [9]. Thus, we focus on two primary reasons that motivate users to become involved with a corporate Twitter account: engagement and informedness.…”

Section: Engagement and Informednessmentioning

confidence: 99%

“…They may also find a personal fit and a feeling of belongingness with the community. Chen [9] suggested that people are involved in Twitter because it gratifies a need to connect with others. It can also fulfill several other types of needs such as convenience and entertainment [24].…”

Section: Engagement and Informednessmentioning

confidence: 99%

“…We focused on the relational engagement and developed a scale based on Chen [9]. We modified it to reflect connectivity with the company and with other users in the specific Beans 'n Coffee Twitter channel.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

“…We excluded two items on the expertise side which relate to the degree to which the company is skilled, because a qualitative pre-test showed that respondents had too little information to adequately answer these questions. Engagement [9] 1. I feel I am connected to the users on the Beans 'n Coffee Twitter channel.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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This article examines firm communication on a corporate Twitter channel and its effects on corporate reputation. We identify the importance of user engagement and informedness in explaining corporate reputation, and examine three design factors that likely affect user engagement in a corporate Twitter channel. We conduct an exploratory 2 × 2 × 2 experiment among Twitter users to collect data. We find that the depth of the relationship among users, the level of corporate involvement, and the purpose of the channel interactively influence user engagement. Our findings suggest that deeper relationships among users of a corporate Twitter channel lead to higher user engagement when the level of corporate involvement with the channel is high and when the channel has a specific purpose, but not when the level of corporate involvement is high and the channel has a generic purpose. Surprisingly, when the channel has a generic purpose, a high degree of corporate involvement actually decreases user engagement. This finding implies that, under certain circumstances, a lower degree of corporate involvement in a social media channel may be more desirable. We also find that channel credibility positively influences user informedness. This is the first study that examines the dynamics of communication through a corporate Twitter channel. It contributes to the previous research related to social media by identifying engagement and informedness as two major factors that influence firms' reputation. Our research can help marketing and social media managers to decide on channel design aspects such as whether to require users to register with an identity or to allow anonymous participation, whether to allocate dedicated employees to respond to user requests, and whether to set up different channels for different purposes.

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Section: Engagement and Informednessmentioning

confidence: 99%

Section: Engagement and Informednessmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

See 2 more Smart Citations

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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“…Prior research has highlighted broad social reasons for using SNSs, such as a general sense of motivation to participate or of belonging and influence (Freyne, Jacovi, Guy, & Geyer, 2009), and more specific factors such as staying in touch with friends and family members, meeting with people with common hobbies or interests, and reading comments by public figures (Chen, 2011;Joinson, 2008;Smith, 2011). However, this prior research examining uses and gratifications at the site usage level does not detail how people use MUSIC APP USES & GRATIFICATIONS 5 specific SNS features (including those related to music).…”

mentioning

confidence: 99%