The impact of social media on consumer awareness towards buying copy brand
by Ahmad Al Adwan
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 11, No. 2, 2020

Abstract: This study was based in Jordan to investigate the benefits that the social media offers and to explore how consumers access, process, and use the information of the social media, especially Facebook and YouTube. The paper used a quantitative method and an SEM-PLS technique for validating the findings and testing the theory's constructs. Notably, the research was based on a behavioural model known as the theory of reasoned action. The main outcomes show that attitude and subjective norm have positive significant relationships with the consumer's intention to use the social media search for information about a given brand. The search creates brand awareness, which also significantly correlates to the intention to buy. In sum, the social media has enhanced socialisation and social e-commerce.

Online publication date: Thu, 23-Apr-2020

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