A influência das social media marketing activities na brand image, brand awareness, brand loyalty e online purchase intention

Abstract

O presente estudo analisa a influência das Social Media Marketing Activities na Brand Image, Brand Loyalty, Brand Awareness e Online Purchase Intention. Também estuda de que forma a Brand Image, Brand Loyalty e Brand Awareness impactam a Online Purchase Intention. Foi efetuado um estudo quantitativo para analisar todas estas relações no setor da moda. Para avaliar o modelo foram utilizadas várias técnicas estatísticas, designadamente, a análise fatorial exploratória e a regressão linear múltipla. Este estudo tem por base uma amostra de 207 indivíduos, recolhida por distribuição de questionário. Os resultados mostram haver uma influência positiva das Social Media Marketing Activities na Brand Image, Brand Loyalty e Brand Awareness. Contudo, apenas se verificou um impacto positivo da Brand Loyalty e Brand Awareness na Online Purchase Intention.

This study analyzes the influence of Social Media Marketing Activities on Brand Image, Brand Loyalty, Brand Awareness and Online Purchase Intention. It also studies how Brand Image, Brand Loyalty and Brand Awareness impact Online Purchase Intention. This quantitative study was carried out to analyze all these relationships in the fashion brand sector. To evaluate the model, several statistical techniques were used, namely, exploratory factor analysis and multiple linear regression. This study is based on a sample of 207 individuals, collected by a questionnaire. The results show that there is a positive influence of Social Media Marketing Activities on Brand Image, Brand Loyalty and Brand Awareness. However, regarding Online Purchase Intention, there was only a positive impact from Brand Loyalty and Brand Awareness.