Abstract:
Twitter is a potentially powerful marketing tool. The study is aimed to examine
the influence of Twitter in marketing communication rather than mass media.
Furthermore, identify the people's perception of Twitter in marketing communication
purpose. Quantitative and qualitative data is collected through open-ended questions, fivepoint Likert scale and decided to undertake a study with samples of 198 peoples who are
above eighteen years old to examine the influence of Twitter in marketing communication
rather than mass media. We applied the structural equation model and was tested with
survey data collected from 100 peoples to identify the factors that may motivate these
peoples to adopt and use Twitter in marketing communication. Most of the people
(64.28%) suggest that Twitter has many features than mass media. Furthermore, the
finding highlights the potentialities for the influence of Twitter in marketing
communication activities rather than mass media. Indeed, this study highlights the
potentialities for the perceived format with perceived ease of use factor (correlation
coefficient = 0.62) has a strong positive linear relationship in predicting the adoption of
Twitter and the resource and material sharing with perceived communications factor
(correlation coefficient = 0.59) also has the strong positive linear relationships in
marketing communicational usage of Twitter. Available research papers are investigated
the twitter's specific features. However, this study is identified the useful features of
Twitter from compared with mass media. Twitter always best to acknowledge tweets that
contain sensitive information on direct messages on Twitter. This helps to build better
connections with customers and users. The study has improved the efficiency of people
who are willing to use Twitter for marketing communication. Potential conclusions have
been made from the analysis and suggestions
