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- Title
LA INFLUENCIA DE LA COMUNICACIÓN DE MARCA EN LA ACTITUD Y EN EL COMPORTAMIENTO DE LOS CONSUMIDORES A TRAVÉS DE LOS MEDIOS SOCIALES.
- Authors
Sarmiento Guede, José Ramón
- Abstract
Most Most researchers, academics and practitioners present a limited understanding of the effects that communication, through social media, can have on how consumers perceive brands. In this context, the present work tries to analyze these relations through quantitative techniques. And for the results, the factorial analysis was used in the exploratory phase; And the structural equations, for the confirmatory. In conclusion, we can affirm that there is no positive relationship between the brand communication generated by the organization and the attitude of the consumers towards it, but that there is a positive relationship between the brand communication generated by other users and the brand attitude.
- Publication
3C Empresa, 2017, Vol 6, Issue 4, p12
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2017.060432.12-28