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