What Attracts Followers?

Abstract

Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical understanding of the factors that contribute to brand Twitter follower count based on social network and communication theories. Using data from 346 Twitter accounts spanning 48 industries and 31 countries, the authors found that the quality and quantity of tweets, as well as social learning of brand Twitter accounts are positively related to brand Twitter account followers; contrary to popular belief, the use of hashtags and links and interactivity with users are not positively related to brand Twitter account followers. The study is among the first to investigate what attracts brand Twitter account followers, which offers important strategic recommendations for brand social media managers on how to manage their social media accounts.