The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

Severin Dennhardt

Chapter 9 in User-Generated Content and its Impact on Branding, 2014, pp 91-105 from Springer

Abstract: Abstract The social media revolution has altered the communication landscape and has significantly impacted marketing communication. The growing importance of applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.

Keywords: Social Media; Purchase Intention; Purchase Decision; Marketing Communication; Brand Awareness (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-658-02350-8_9

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