Abstract:
Consumers in the cities of Pakistan have shown interest in buying online. The online buying is a
phenomenon that has caught fast through social media Facebook communities, twitter, instagram,
snapchat etc. Marketers are benefiting from the advantage of the two way communication that is
offered by social media. This paper explores and examines the pattern of consumers using twi tter to
follow a brand specifically clothing and to tweet about a brand (clothing) as well as retweet about a
brand. The theoretical grounding for this paper is Theory of Planned Behavior. Results show that
attitude towards brand following, subjective norm, perceived behavioral control, and brand
attachment are positively associated with intention to follow brands on the social media. Consumers’
intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the
links of brands) brand-related information, as well as purchase intention, are the outcomes of
intentions to follow brands on Twitter. Overall findings suggest that TPB model can be used to
predict Twitter users’ brand-following behavior. More importantly, the finding of the paper identifies
that brand attachment drives consumer intention to follow brands on Twitter extends the TPB
framework. The conceptual framework developed is evaluated via SEM and results have both
theoretical and managerial implications.
