The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers
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Data de Publicação: | 2020 |
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/463 |
Resumo: | The aim of this study is to analyze the impact of social media friendships on young adult consumers’ approach to brands in terms of awareness, image, trust, and purchase intention among. The quantitative research method was used in this study, the population of which consisted of students who were studying at undergraduate level in Turkey and who use either Facebook, Instagram, or Twitter actively. In this study, the convenience sampling method was used. Research data was collected from 1069 undergraduate students through online questionnaires on Facebook, Instagram and Twitter. The data obtained were analyzed using Structural Equation Modeling. The results of the analysis showed that social media friendships among young adult consumers had a positive impact on brand awareness, brand image, brand trust and purchasing intentions. In addition, brand awareness was found to have a strong impact on brand image and brand trust among young adult consumers. However, brand trust was more influential on the purchase intention of young adult consumers than brand image and brand awareness. |
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The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumersBrand awareness; brand trust; purchase intention; reference groups; social mediaThe aim of this study is to analyze the impact of social media friendships on young adult consumers’ approach to brands in terms of awareness, image, trust, and purchase intention among. The quantitative research method was used in this study, the population of which consisted of students who were studying at undergraduate level in Turkey and who use either Facebook, Instagram, or Twitter actively. In this study, the convenience sampling method was used. Research data was collected from 1069 undergraduate students through online questionnaires on Facebook, Instagram and Twitter. The data obtained were analyzed using Structural Equation Modeling. The results of the analysis showed that social media friendships among young adult consumers had a positive impact on brand awareness, brand image, brand trust and purchasing intentions. In addition, brand awareness was found to have a strong impact on brand image and brand trust among young adult consumers. However, brand trust was more influential on the purchase intention of young adult consumers than brand image and brand awareness.ISVOUGA - Instituto Superior de Entre Douro e Vouga2020-05-31T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463oai:u3isjournal.isvouga.pt:article/463International Journal of Marketing, Communication and New Media; No 8 (2020): Special Number SMM2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463/237http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/266http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/267http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/274Copyright (c) 2020 yusuf bilginhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBilgin, Yusuf2022-09-22T10:30:26Zoai:u3isjournal.isvouga.pt:article/463Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:16.934736Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
title |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
spellingShingle |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers Bilgin, Yusuf Brand awareness; brand trust; purchase intention; reference groups; social media |
title_short |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
title_full |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
title_fullStr |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
title_full_unstemmed |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
title_sort |
The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers |
author |
Bilgin, Yusuf |
author_facet |
Bilgin, Yusuf |
author_role |
author |
dc.contributor.author.fl_str_mv |
Bilgin, Yusuf |
dc.subject.por.fl_str_mv |
Brand awareness; brand trust; purchase intention; reference groups; social media |
topic |
Brand awareness; brand trust; purchase intention; reference groups; social media |
description |
The aim of this study is to analyze the impact of social media friendships on young adult consumers’ approach to brands in terms of awareness, image, trust, and purchase intention among. The quantitative research method was used in this study, the population of which consisted of students who were studying at undergraduate level in Turkey and who use either Facebook, Instagram, or Twitter actively. In this study, the convenience sampling method was used. Research data was collected from 1069 undergraduate students through online questionnaires on Facebook, Instagram and Twitter. The data obtained were analyzed using Structural Equation Modeling. The results of the analysis showed that social media friendships among young adult consumers had a positive impact on brand awareness, brand image, brand trust and purchasing intentions. In addition, brand awareness was found to have a strong impact on brand image and brand trust among young adult consumers. However, brand trust was more influential on the purchase intention of young adult consumers than brand image and brand awareness. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-31T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463 oai:u3isjournal.isvouga.pt:article/463 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/463 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463/237 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/266 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/267 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/463/274 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 yusuf bilgin https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 yusuf bilgin https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; No 8 (2020): Special Number SMM 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130450886656000 |