IDEAS home Printed from https://ideas.repec.org/a/ove/journl/aid9295.html
   My bibliography  Save this article

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

Author

Listed:
  • Ines Küster
  • Asuncion Hernández

Abstract

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.

Suggested Citation

  • Ines Küster & Asuncion Hernández, 2012. "Brand impact on purchase intention. An approach in social networks channel," Economics and Business Letters, Oviedo University Press, vol. 1(2), pages 1-9.
    • Handle: RePEc:ove:journl:aid:9295
    as

    Download full text from publisher

    File URL: https://reunido.uniovi.es/index.php/EBL/article/view/9295
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bernard J. Jansen & Mimi Zhang & Kate Sobel & Abdur Chowdury, 2009. "Twitter power: Tweets as electronic word of mouth," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(11), pages 2169-2188, November.
    2. Banerjee Neelotpaul, 2010. "A Study on Interactivity and Online Branding," Advances In Management, Advances in Management, vol. 3(3), March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    2. Xuan Yang & Xiao Li & Daning Hu & Harry Jiannan Wang, 2021. "Differential impacts of social influence on initial and sustained participation in open source software projects," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(9), pages 1133-1147, September.
    3. Bertrand Jayles & Clément Sire & Ralf H J M Kurvers, 2021. "Crowd control: Reducing individual estimation bias by sharing biased social information," PLOS Computational Biology, Public Library of Science, vol. 17(11), pages 1-28, November.
    4. Jalees, Tariq & Tariq, Huma & Zaman, Syed Imran & Alam Kazmi, Syed Hasnain, 2015. "Social Media in Virtual Marketing," MPRA Paper 69868, University Library of Munich, Germany, revised 10 Apr 2015.
    5. Langley, David J. & Hoeve, Maarten C. & Ortt, J. Roland & Pals, Nico & van der Vecht, Bob, 2014. "Patterns of Herding and their Occurrence in an Online Setting," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 16-25.
    6. Aleksandar Bradic, 2012. "The Role of Social Feedback in Financing of Technology Ventures," Papers 1301.2196, arXiv.org.
    7. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    8. Xuzhen Zhu & Jinming Ma & Xin Su & Hui Tian & Wei Wang & Shimin Cai, 2019. "Information Spreading on Weighted Multiplex Social Network," Complexity, Hindawi, vol. 2019, pages 1-15, November.
    9. Li, Xin & Xie, Qianqian & Jiang, Jiaojiao & Zhou, Yuan & Huang, Lucheng, 2019. "Identifying and monitoring the development trends of emerging technologies using patent analysis and Twitter data mining: The case of perovskite solar cell technology," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 687-705.
    10. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    11. Kim Holmberg & Mike Thelwall, 2014. "Disciplinary differences in Twitter scholarly communication," Scientometrics, Springer;Akadémiai Kiadó, vol. 101(2), pages 1027-1042, November.
    12. Shu-Hsun Ho & Yu-Ling Lin & Robert Carlson Patrick, 2015. "Participant Motivations In A Social Media Community Page," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 9(4), pages 67-75.
    13. Mohammed Abdul-Rahman & Wale Alade & Shahnawaz Anwer, 2023. "A Composite Resilience Index (CRI) for Developing Resilience and Sustainability in University Towns," Sustainability, MDPI, vol. 15(4), pages 1-27, February.
    14. Helen Roberts & Bernd Resch & Jon Sadler & Lee Chapman & Andreas Petutschnig & Stefan Zimmer, 2018. "Investigating the Emotional Responses of Individuals to Urban Green Space Using Twitter Data: A Critical Comparison of Three Different Methods of Sentiment Analysis," Urban Planning, Cogitatio Press, vol. 3(1), pages 21-33.
    15. Bernard J. Jansen & Soon-gyo Jung & Joni Salminen, 2024. "Finetuning Analytics Information Systems for a Better Understanding of Users: Evidence of Personification Bias on Multiple Digital Channels," Information Systems Frontiers, Springer, vol. 26(2), pages 775-798, April.
    16. Yang Xiao & Beiqun Li & Zaiwu Gong, 2018. "Real-time identification of urban rainstorm waterlogging disasters based on Weibo big data," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 94(2), pages 833-842, November.
    17. Pablo Gomez‐Carrasco & Giovanna Michelon, 2017. "The Power of Stakeholders' Voice: The Effects of Social Media Activism on Stock Markets," Business Strategy and the Environment, Wiley Blackwell, vol. 26(6), pages 855-872, September.
    18. Charitha Harshani Perera & Rajkishore Nayak & Long Thang Van Nguyen, 2019. "Role of social word-of-mouth on emotional brand attachment and brand choice intention: A study on private educational institutes in Vietnam," Proceedings of Business and Management Conferences 8611115, International Institute of Social and Economic Sciences.
    19. Geoffrey Barbier & Reza Zafarani & Huiji Gao & Gabriel Fung & Huan Liu, 2012. "Maximizing benefits from crowdsourced data," Computational and Mathematical Organization Theory, Springer, vol. 18(3), pages 257-279, September.
    20. I Made Wijaya Kusuma & I Gusti Ayu Wimba & Putu Yudy Wijaya, 2022. "The role of brand image and brand trust through electronic word of mouth in creating parent’s interest to sending children to school," Technium Social Sciences Journal, Technium Science, vol. 35(1), pages 477-489, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ove:journl:aid:9295. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Francisco J. Delgado (email available below). General contact details of provider: https://edirc.repec.org/data/deovies.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.