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Does Micro-Blogging Lead to a More Positive Attitude Toward a Brand?—A Perspective of Cultivation Theory

Abstract Drawing on Cultivation Theory, this research investigates how Twitter users perceive tweets about particular brands and how message types affect brand attitudes. We conducted a qualitative study of ten participants each following a different brand’s Twitter account, tracking tweets and participants’ perceptions for 12 weeks followed by a survey four years later in a mixed methods format. Findings suggest that branding messages and images can substantially cultivate consumer attitudes toward the brands. We identified five types of tweets followers like most and five activities followers find most interesting. Theoretical and managerial implications are discussed along with areas for future research.