A Quantitative Survey of Twitter's Influence on Online Business

Abstract

Abstract The advancement of technology and people's interactions virtually over social media has created many opportunities for online businesses to expand their scope and maintain their cost efficiencies by targeting customers on social media platforms. Twitter is one of the businesses’ actively used social media platforms to reach customers. Businesses seem to shift their scope more towards the online side because this is where they can reach customers. Social media platforms facilitate businesses in reaching out to customers and developing their brand image through marketing strategies. The features that attract users towards using Twitter are the word-of-mouth communication generated on it and the freedom of expressing and sharing opinions. This paper investigates how Twitter has played its role in shifting the scope of businesses online and developing their brand image using it as a platform. Additionally, it aims to ascertain how online business activities have impacted customers on Twitter. We used the quantitative method to discover the influence of Twitter activities on online business, and data were collected from 80 respondents. The results have been further analysed using the Likert scale analysis, and to determine the relationship between the variable and to test the hypotheses, multiple regression has been used. The study's results showed a significant relationship between the business's engagement online on Twitter and the customer's loyalty to the brand.