Authors: Mahima Shukla; Ashok Sharma; Richa Misra; Vinamra Jain
Addresses: Amity Business School, Amity University, Noida, India ' Amity Business School, Amity University, Noida, India ' Jaipuria Institute of Management, Noida, India ' Amity Business School, Amity University, Noida, India
Abstract: The way a brand communicates with its consumers has evolved significantly. Social media helps marketers to build a personal relationship with the audience. The information available on social media (demography, location, and profile) enables businesses to create relevant advertisements resulting in satisfying experiences. The present study has developed an inclusive model to test the relationship between brand experience, brand image, perceived value, and purchase intention. The study has implications in the Indian context since India has the highest young population, who is more active and widespread on social media. The model proposed in the study will be helpful in designing an appropriate communication strategy particularly for small businesses with pressing budget and resource constraints.
Keywords: Facebook advertising; personalised advertising; affective brand experience; cognitive brand experience; social media; brand image; perceived value; purchase intention.
International Journal of Electronic Business, 2021 Vol.16 No.3, pp.215 - 238
Received: 29 Apr 2020
Accepted: 31 Aug 2020
Published online: 12 Jul 2021 *