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.

Representative 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 ____.

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.