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

Author

Listed:
  • Abderrazak Kadi

    (univ-DBKM - Université de Djilali Bounaama Khemis Miliana)

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.

Suggested Citation

  • Abderrazak Kadi, 2022. " [The contribution of the e-consumer in building brand awareness through social media]," Post-Print hal-03905023, HAL.
    • Handle: RePEc:hal:journl:hal-03905023
    Note: View the original document on HAL open archive server: https://cnrs.hal.science/hal-03905023
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    More about this item

    Keywords

    social media e-consumer brand posts Consumer behaviour. JEL Classification Codes: D12 D52 M21; social media; e-consumer; brand posts; Consumer behaviour. JEL Classification Codes: D12; D52; M21;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D52 - Microeconomics - - General Equilibrium and Disequilibrium - - - Incomplete Markets
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D52 - Microeconomics - - General Equilibrium and Disequilibrium - - - Incomplete Markets
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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