Abstract

RUBALCAVA DE LEON, Cristian-Alejandro; SANCHEZ-TOVAR, Yesenia  and  SANCHEZ-LIMON, Mónica-Lorena. Brand awareness in social networks: impact on the word of mouth. estud.gerenc. [online]. 2019, vol.35, n.152, pp.313-320. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2019.152.3108.

The objective of this article is to identify the determinants of brand awareness and its impact on word-of-mouth communication. The study was carried out by using the structural equations technique that collects data from a survey applied to a validated sample of 208 social network users in Mexico. The results confirm a positive and significant effect of the quality of the information on brand awareness, and the direct effect of brand awareness on the word of mouth is demonstrated. These results will allow companies to identify the necessary elements for building loyalty and the process to attract new customers.

Keywords : social networks; brand awareness; word of mouth; information quality; virtual interactivity.

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