Why Isn't Everyone Doing It? A Comparison of Antecedents to Following Brands on Twitter and Facebook

This research compares the antecedents to young adults’ intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users’ intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers’ attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.