Retweet: a Digital Meditation on the Power of Twitter

The phenomenal growth of Twitter, a popular microblogging application, is testament to consumers’ desires to instantaneously connect with other consumers. Though many deride the seeming meaningless of the “twitter stream,” consumers are putting the application to use in surprisingly potent ways. This video offers a brief reflection on the recursive power of Twitter.


Donna Hoffman and Thomas P. Novak (2011) ,"Retweet: a Digital Meditation on the Power of Twitter", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Donna Hoffman, University of California, Riverside, USA
Thomas P. Novak, University of California, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More


C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China

Read More


When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.