| Collection Title: | SIU Thesis | | Title : | Brand Communication and Consumers’ Brand Purchase Intention in Social Media: The Mediator Effect of Brand Image, Brand Association/ Awareness, Brand Loyalty | | Material Type: | printed text | | Authors: | Liwen Zhang, Author ; Fuangfa Amponstira, Associated Name ; Manoch Prompanyo, Associated Name | | Publisher: | Pathumthani: Shinawatra University | | Publication Date: | 2022 | | Pagination: | viii, 143 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht | | General note: | SIU THE: SOM-PhD-M-2022-84
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 | | Languages : | English (eng) | | Descriptors: | [LCSH]Brand name products
[LCSH]Consumer -- attitudes
[LCSH]Social media
| | Keywords: | Firm-created social media communication,
User-generated social media communication,
Brand image,
Brand association/ awareness,
Brand loyalty,
Purchase intention | | Abstract: | This study aims to explore the mediating effects of brand image, brand awareness, association, and brand loyalty on brand communication and purchase intention in social network brand communication. The sample is from mobile phone users who use the Xiaohongshu APP, and the study uses SEM and mediation test to test the hypothesis. The results show that brand image, brand awareness, association and brand loyalty play a mediating role between brand communication and purchase intention. Research shows that in social media, brands can also attract consumers' attention by establishing a unique image and showing their brand personality. In addition, through the connection between the social media platform and consumers, to gain their recognition, let memories and associations increase purchasing preferences. Finally, brands can also build and maintain brand loyalty through social media to increase consumers' product stickiness, thereby influencing consumers' purchasing decisions. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28471 |
SIU Thesis. Brand Communication and Consumers’ Brand Purchase Intention in Social Media: The Mediator Effect of Brand Image, Brand Association/ Awareness, Brand Loyalty [printed text] / Liwen Zhang, Author ; Fuangfa Amponstira, Associated Name ; Manoch Prompanyo, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022 . - viii, 143 p. : Tables, ill. ; 30 cm. 500.00 Baht SIU THE: SOM-PhD-M-2022-84
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 Languages : English ( eng) | Descriptors: | [LCSH]Brand name products
[LCSH]Consumer -- attitudes
[LCSH]Social media
| | Keywords: | Firm-created social media communication,
User-generated social media communication,
Brand image,
Brand association/ awareness,
Brand loyalty,
Purchase intention | | Abstract: | This study aims to explore the mediating effects of brand image, brand awareness, association, and brand loyalty on brand communication and purchase intention in social network brand communication. The sample is from mobile phone users who use the Xiaohongshu APP, and the study uses SEM and mediation test to test the hypothesis. The results show that brand image, brand awareness, association and brand loyalty play a mediating role between brand communication and purchase intention. Research shows that in social media, brands can also attract consumers' attention by establishing a unique image and showing their brand personality. In addition, through the connection between the social media platform and consumers, to gain their recognition, let memories and associations increase purchasing preferences. Finally, brands can also build and maintain brand loyalty through social media to increase consumers' product stickiness, thereby influencing consumers' purchasing decisions. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28471 |
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