Attitude Toward the Tweet (Timeliness)

What it measures

A three-item scale measuring the perceived timeliness of a brand's tweet in response to a triggering event — the degree to which the response is seen as timely, speedy, and quick relative to the event it addresses. Items contain a blank to be filled with the focal triggering event or context. Used as a manipulation check for the timeliness dimension of improvised social media marketing interventions, the scale captures a key criterion by which consumers evaluate the relevance and appropriateness of brand-generated social media content.

Response format

7-point Likert

Scale items

• The tweet was very timely in response to __________.
• The tweet was very speedy in response to __________.
• The tweet was very quick in response to __________.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: The blank should be replaced with the focal event or context (e.g., 'the Super Bowl', 'the product recall', 'the trending topic'). Single alpha: α = .96 — Borah et al. (2020, Study 2, n = 771 MTurk). VALIDITY: Used as manipulation check; successful detection provides preliminary predictive validity. Scale source not stated — appears original to authors. Companion tweet scales: Humorous (ATTWH), Manipulative (ATTWM), Negativity (ATTWN), and Surprising (ATTWS).

Recommended companion scales

Citation

Borah, Abhishek, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, and Andreas B. Eisingerich (2020). Improvised marketing interventions in social media. Journal of Marketing, 84(2), 69–91.

Keywords