Phua, "Following Celebrities' Tweets About Brands"

==Abstract==
An article titled “Following Celebrities’ Tweets about Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities” explains how two researchers created two experiments to study the effects of eWoM (electronic Word of Mouth) by celebrities’ twitter profiles and how effective it is for marketing. These experiments examined the impact of celebrities’ social profiles and marketing for different products via their Twitter. The first experiment looks at the effect of the number of followers a celebrity has as source credibility and how it interacts with the credibility of his/her marketing tweets. Experiment 2 also examines the idea of source credibility, and if Twitter users believe a celebrity’s tweets depending on their number of followers and socially active profile. 
==Key Concepts==
Because social media (internet based applications that allows for creation and exchange of user-made content) is a vehicle for electronic word of moutheWom, it has the potential to make great impact on consumerism. eWom can be any positive or negative comment about a product, and these two experiments tested the validity of celebrities tweeting about different products and if it impacted other Twitter users to purchase a product or not. Even more so, users abilities to post and read updates on Twitter is useful to check public opinion with regard to products, but also has use during events of international significance when traditional news media cannot be used. But this project researched Twitter as an interactive advertising platform.Twitter- a microblogging site allowing for short text updates called tweets networks to followers - is used as a popular site for celebrities, athletes, and politicians to socially connect with others. Because tweets may be repeated on followers’ own Twitters, messages are easily spread far and wide to many people; the more followers a person has, the greater social influence s/he is assumed to have. Because celebrities (people well known to the public eye and media), they are assumed to have social influence, they are popular with advertising agencies. Any public message about a collectively recognized brand is considered eWom; so any type of eWom by a celebrity generally has an effect. 
The experiments examine three sources of information: 1) self-generated information, 2) other-generated information (i.e. retweets), 3) system-generated information (i.e. a person’s number of followers). Researchers found that “When a celebrity has a larger number of followers, he or she can be judged as having greater bridging social capital, and so consumers who view this information may see the celebrity as being more attractive, trustworthy, and competent” (184). Overall, the takeaway is that if celebrity tweets about a product, she is considered trustworthy if proactive on Twitter, and has a large number of followers. But if a celebrity with that status endorses too many products, then she is deemed less credible. Even so, a celebrity with a many followers means that users are less likely to retweet their messages because it’s assumed they already have a far social reach.
To contrast with that, celebrities with fewer followers generally influences consumers to spread eWoM about a product, especially if it is something important to the consumer (i.e. environmentally safe products). If a tweet is negative, celebrities with a smaller social network tend to have their tweets spread.
==Examples==
One example of a celebrity who has people retweet and follower her is Sophia Bush; she is a very proactive figure on social media, and she posted a picture of herself after filming her TV show “Chicago PD.”
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Her advertisement for her show had 629 retweets, and 2.5k favorites; Bush has 1.2M followers, so her message about her program is taken positively.
For a second example, one can look at American model Christine Teigen, wife to music singer John Legend, and take note of her negative tweet about rose water: 
Teigen has 1.05 million followers. This particular tweet received 3,619 likes and 393 retweets. The high number of likes and retweets suggests that her followers believe or agree her statement, and are likely to follow her advice, seeing that she would not profit from a negative post therefore it must be true.
==Resources & Further Reading==
Hennig-Thurau, “Does Twitter matter? The impact of microblogging word of mouth on consumers' adoption of new movies.”This article is a look at how eWOM affects Twitter users choice in movies, depending on positive or negative Tweets about the movie. 
Sylwester, “Twitter Language Use Reflects Psychological Differences between Democrats and Republicans.” 
The analysis of Tweets made by liberal users verses conservative users demonstrates a difference in the language used by the parties. Liberals tend to use emotionally charged words, whereas conservatives have a tendency to make more references to achievement and religion than liberals. 
Ranco, “The Effects of Twitter Sentiment on Stock Price Returns.” 
The above article is a study on events and financial peaks and lows in the market (the study follows 30 different companies). An analysis is drawn between the financial peaks in the market with the influence of Twitter. 
Vo, “Exploiting Language Models to Classify Events from Twitter.”
Duc Thuan Vo and three other researchers identify events from Twitter through the analysis of language, using data to compare the tweets with geographical linguistics, pulled from learning applications in which the user must select a selectional preference. 
 Yoo, “HOW DO JOURNALISTS EXPRESS THEIR PERCEPTIONS OF PUBLIC RELATIONS ONTWITTER?“
Journalists' tweets were examined to see how they felt about Public Relations; it was found that most journalists tended to view PR as an image builder and they feel more neutral about it than anything else. 
==Key Words==
==Microblogging, Twitter, advertisement, eWoM ==
== Citations ==
Jin, Seung-A Annie, Phua, Joe. "Following Celebrities' Tweets About Brands: The Impact of Twitter-Based Electronic Word-Of-Mouth on Consumers' Source Credibility Perception, Buying Intention, and Social Identification With Celebrities." Journal of Advertising. 43 (2014). 181-195. Category:Abstract
Category:Key Concepts
Category:Examples
Category:Resources and Further Reading
Category:Citations
Category:Keywords