Brand impact on purchase intention. An approach in social networks channel

Virtual networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with interactive users. The goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks ofthe constructs selected, (ii) measuring the influence of network’s attitude in brand’s attitude in terms of advertising effectiveness in social networks, and (iii) proving the influence between exchange of experiences eC2C (electronic consumer to consumer), brand’s attitude, purchase’s attitude, and eWOM (electronic word of mouth). A study with 345 social networkers was carried out. The results confirm a significant influence relationship between networks attitude and brand attitude and also brand attitude with the brand purchase and recommendation.