Date of publication: April 4, 2014


The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher's convenience, with consent from the users, and two hundred surveys were conducted on Colombian millenials (19 to 30 years old) who are Twitter users and follow a brand. This study focuses on visualising the motivations, needs and expectations of Colombian Twitter users, as well as why they follow a brand.

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