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SIU Thesis. Brand Communication and Consumers’ Brand Purchase Intention in Social Media: The Mediator Effect of Brand Image, Brand Association/ Awareness, Brand Loyalty / Liwen Zhang / Pathumthani: Shinawatra University - 2022

Public ISBD No review available on this record. 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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Barcode	Call number	Media type	Location	Section	Status
32002000607691	SIU THE: SOM-PhD-M-2022-84 c.1	SIU Thesis and Dissertation	Graduate Library	Thesis Corner	Available
32002000607735	SIU THE: SOM-PhD-M-2022-84 c.2	SIU Thesis and Dissertation	Graduate Library	Thesis Corner	Available