The contribution of the e-consumer in building brand awareness through social media

Abderrazak Kadi
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Abderrazak Kadi: University of khemis miliana (Algeria)

IJEP, 2022, vol. 5, issue 2, Pages : 108-122

Abstract: This study aims to explain the importance of e-consumer participation in the process of building brand awareness through social media, and this study used an online questionnaire as well as an offline questionnaire to conduct experimental research, collected and analyzed the data of 394 samples through the approach of modeling structural equations (SEM) The study found that social media users who have a positive attitude towards the brand are the most contributing to building brand awareness.

Keywords: social media; e-consumer; brand posts; Consumer behaviour (search for similar items in EconPapers)
Date: 2022
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