Brand impact on purchase intention. An approach in social networks channel

Ines Küster, Asuncion Hernández


Networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with a user, increasingly elusive and restrictive, that takes decisions based on the impulses generated by networkers. We propose a model adapted to the reality studied and composed by several models and theories that have got widespread support in the literature. In this paper, the goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks, of the constructs selected  regarding the attitude towards network and the intention to use, (ii) measuring the influence of attitude toward the net in the attitude toward the brand in terms of advertising effectiveness in social networks, and (iii) proving the influence that the exchange of experiences eC2C have in the attitude toward the brand and the attitude in purchase intent and brand eWOM. A study with 345 social networkers was carried out. The results confirm a significant influence between the attitude towards the network and brand attitude and also this brand attitude with the intention of purchasing and recommending the brand.

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