Twitter as a social actor: How consumers evaluate brands differently on Twitter based on relationship norms

作者：

Highlights：

• We propose Twitter acts as an independent social actor.

• Significant interaction found between Twitter usage intensity and relationship type.

• Light Twitter users follow exchange relationship norms.

• Light Twitter users prefer brand with exchange relationship-oriented messages.

摘要

•We propose Twitter acts as an independent social actor.•Significant interaction found between Twitter usage intensity and relationship type.•Light Twitter users follow exchange relationship norms.•Light Twitter users prefer brand with exchange relationship-oriented messages.

论文关键词：Social response theory,Consumer–brand relationship,Twitter,CMC

论文评审过程：Available online 2 August 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.07.016