社群媒體在網路品牌行銷已越來越重要，本研究想要探討社群媒體品牌在行銷上的正面與負面影響的角色，根據Mehrabian-Russell的模型, 我們提出在推特中官方品牌帳戶，正面影響會對轉推、按讚數以及追隨者的帳戶數有正相關；負面影響會對轉推、按讚數以及追隨者的帳戶數則會有負相關。
數據從最近各品牌的推特帳號中推文收集，而我們的目標品牌帳戶則是2014年最具有品牌價值的全球公司。資料分析採用線性回歸，結果顯示正面影響會轉推、按讚數以及追隨者的帳戶數有正相關，然而負面影響，對轉推、按讚數有負相關，對追隨者的帳戶數則是沒有顯著的影響。

Social media has gained increasing importance in online brand marketing. This study aims to explore the role of affect, both positive and negative, in social media brand marketing. Based on the Mehrabian-Russell model, we propose that general positive affect exhibited by Twitter brand accounts is positively related to followers’ positive responses such as retweets and favorites, as well as the overall follower counts; general negative affect, however, is negatively related to followers’ retweets, favorites, and overall follower counts.
Data was collected from the most recent tweets of each brand Twitter account, whereas the target brand accounts were selected from top brand finance global companies ranked by most brand value in the year 2014. The data was analyzed using linear regression. The results reveal that positive affect is positively related to the number of retweeted tweets, the number of favorited tweets, and follower counts. Negative affect, however, is negatively related to the number of retweeted tweets and the number of favorited tweets, but not significant related to follower counts.

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