<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

A Quantitative Survey of Twitter's Influence on Online Business

Research in Social Change

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"A Quantitative Survey of Twitter's Influence on Online Business"}

The advancement of technology and people's interactions virtually over social media has created many opportunities for online businesses to expand their scope...

Questions	1	2	3	4	5
Do you believe in word-of-mouth communication by a brand on Twitter?	45.2	27	12.8	10	5
Are you attracted by the promotional deals of brands on Twitter?	23.7	46.3	17.4	8.6	4
Do you like to be a part of promotional campaigns by brands on Twitter?	15.3	11.1	43	28.7	1.9
Have you ever placed an online order by being motivated by Twitter posts?	12	16	35.5	13.5	23
Do you think that the content shared by the brand defines its image?	38.1	21.3	15.7	23	1.9

Regression statistics
Multiple R	0.994842278
R²	0.989711157
Adjusted R²	0.976850104
Standard error	9.21319438

A Quantitative Survey of Twitter's Influence on Online Business

Article Category: Original Scientific Article

Publicado en línea: 15 nov 2023

Páginas: 53 - 66

DOI: https://doi.org/10.2478/rsc-2023-0005

Palabras clave
social media advertising, social media marketing, online business, brand image, Twitter

© 2023 Dario Sipos, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Figure 2.

Figure 3.

Figure 4.

Figure 5.

Figure 6.

Figure 7.

Figure 8.

Figure 9.

Figure 10.

Figure 11.

Figure 12.

Likert scale

Results of multiple regression

A Quantitative Survey of Twitter's Influence on Online Business

Article Category: Original Scientific Article

Publicado en línea: 15 nov 2023

Páginas: 53 - 66

DOI: https://doi.org/10.2478/rsc-2023-0005

Palabras clavesocial media advertising, social media marketing, online business, brand image, Twitter

© 2023 Dario Sipos, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Figure 2.

Figure 3.

Figure 4.

Figure 5.

Figure 6.

Figure 7.

Figure 8.

Figure 9.

Figure 10.

Figure 11.

Figure 12.

Likert scale

Results of multiple regression

Palabras clave
social media advertising, social media marketing, online business, brand image, Twitter