Factors Affecting the Relationship between Brand and Digital Consumer in Portugal

• Autor(a) principal: Oliveira, Zaila
• Data de Publicação: 2023
• Outros Autores: Silva, Ana Filipa, Teixeira, Sandrina
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/748
• topic: social media marketing; content marketing; digital brand communication; brand-customer relationship; brand activity on social media.

The study aims to develop a theoretical model to understand which digital communication factor is most relevant in establishing a positive relationship between the brand and the consumer so that the latter becomes its organic ambassador. The authors gather empirical data through a Web-based questionnaire from 258 respondents which were all considered valid as they met the requirements of the sample selection. The findings suggest that Consumer profile, perceived content quality, and Organic Brand Ambassadors have a direct impact on the relationship between brand and consumer. As this is empirical research, other unexamined constructs may add to the explanation of building brands' digital communication on social media platforms.