Title: The role of social platforms in establishing brand awareness for B2C e-commerce: empirical study

Authors: Radwan Al-Dwairi; Yousra Harb; Issa Shehabat

Addresses: Department of Management Information Systems, Faculty of Information Technology and Computer Science, Yarmouk University, Irbid, P.O. Box 566, Zip Code 21163, Jordan ' Department of Management Information Systems, Faculty of Information Technology and Computer Science, Yarmouk University, Irbid, P.O. Box 566, Zip Code 21163, Jordan ' Department of Management Information Systems, Faculty of Information Technology and Computer Science, Yarmouk University, Irbid, P.O. Box 566, Zip Code 21163, Jordan

Abstract: Social media are computer-mediated technologies that facilitate and create an online environment. Hence, firms can use such media as an effective marketing and advertising tool to reach different categories of customers locally and globally and create brand awareness. Little evidence is available of how social media tools influence the creation of brand awareness among consumers. Also, not all companies are successful in this endeavour. Therefore, more research is essential in this domain. In response, this paper offers a good opportunity to seek and study the key factors that might participate in establishing such behaviour and proposes a model for such phenomena. Results of the study showed that e-WOM, user-generated-content, and product quality have a positive significant impact on customer's establishment of brand awareness. The results contribute to understanding of the value-enhancing potential of social media campaigns and demonstrate how the perception of brands is influenced through this new communication channel.

Keywords: social media; brand awareness; user-generated-content; electronic word-of-mouth; e-WOM; interactivity; information quality; credibility; intention.

DOI: 10.1504/IJBIS.2020.10027510

International Journal of Business Information Systems, 2020 Vol.33 No.4, pp.488 - 504

Received: 23 Dec 2017
Accepted: 16 Apr 2018

Published online: 16 Mar 2020 *

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