Motivations to Follow a Brand on Twitter – A German and US Twitter Analysis
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Germans are primarily motivated to follow brands on Twitter to interact with the brand and company, such as sharing ideas and providing feedback. However, Germans are still missing motivations around accessing exclusive content and discounts that are more common motivations for Americans. A survey of German and American Twitter users found that Germans want interaction the most while Americans are more motivated by accessing exclusive content, updates on products and services, and deals.
Motivations to Follow a Brand on Twitter – A German and US Twitter Analysis
- 1. BSIMotivationsto Follow a Brand on Twitter – A German and US Twitter AnalysisBrand Science Institute, 29th August 2010
- 2. BSIGermans primarymotivetofollowbrands on Twitter isbased on interaction – Broadaccesstoexclusivecontentanddiscounts still missing in GermanyRecentlyGerman Brand Follow MotivationsUS Brand Follow MotivationsStay informed about brand/company activitiesShow support for the company and brand to othersTo interact with the brand/company (share ideas, provide feedback)To get updates on future products and servicesFor education about company topics and new introductionsTo get access to exclusive content and brand informationTo get updates on upcoming sales and promotionsFor brand and company fun and entertainment purposesStay informed about brand/company activitiesShow support for the company and brand to othersTo interact with the brand/company (share ideas, provide feedback)To get updates on future products and servicesFor education about company topics and new introductionsTo get access to exclusive content and brand informationTo get updates on upcoming sales and promotionsFor brand and company fun and entertainment purposesn = 430n = 1500Source: ExactTarget 2010 for US sample/ Brand Science Institute for German sample