Utilizing the Social Media for Creating Value among Consumers and their Effect on Purchase Intention

Author(s):

Krishn Pal Singh

Published in:

HCTL Open International Journal of Technology Innovations and Research (IJTIR), eISSN: 2321-1814

Published on:

02-May-2015

Volume:

Volume 14, April 2015, ISBN:978-1-62951-946-3.

Copyright Information:

© 2015 by the Authors; Licensed by HCTL Open, India.

License Information:

This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License.

Abstract

Purpose – This research conceptualizes the relationships between social media and brand value, which are proposed to have an effect on purchase intention. Design/methodology/approach – Extensive literature review has been undertaken to understand how social media is being employed by companies for benefiting their brand. Practical implications – This framework should be useful to brand managers and companies for managing brand through social media and understanding the building block among social media, consumer and company.


Keywords

Social media, Brand personality, Brand loyalty, Brand quality, Brand value.

Cite this Article

Krishn Pal Singh, Utilizing the Social Media for Creating Value among Consumers and their Effect on Purchase Intention, HCTL Open International Journal of Technology Innovations and Research (IJTIR), Volume 14, April 2015, eISSN: 2321-1814, ISBN (Print): 978-1-62951-946-3.

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