Influencing Factors of Retweet Intention of Branded Tweet Message
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Abstract
This study examined how Twitter (officially renamed to X) is accepted among Gen-Z users as a marketing tool. This study extended the technology adoption model by including two core motivational factors -intrinsic and extrinsic motivations and examined how these factors influence users’ retweet intention. This study used survey instruments and structural equation modeling to explore and test the factors influencing users' retweet intention of branded tweet messages of 263 participants in 2022. The survey results support that perceived usefulness and ease of use are significantly associated with users' attitudes toward using Twitter (AT) as a marketing tool. The study also significantly validated the addition of intention to retweet (IRT), which is influenced by the attitude toward using Twitter (AT) as a marketing tool. These findings highlight the evolving role of social media platforms in shaping consumer behavior and provide a refined model for analyzing content-sharing motivations, which will help marketers maximize the impact of digital campaigns.
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