Las redes sociales virtuales y las marcasinfluencia del intercambio de experiencias eC2C sobre la actitud de los usuarios hacia la marca

  1. Bigné Alcañiz, José Enrique
  2. Küster Boluda, Inés
  3. Hernández, Asunción
Journal:
Revista española de investigación de marketing

ISSN: 1138-1442

Year of publication: 2013

Volume: 17

Issue: 2

Pages: 7-27

Type: Article

DOI: 10.1016/S1138-1442(14)60022-X DIALNET GOOGLE SCHOLAR

More publications in: Revista española de investigación de marketing

Abstract

With new digital media, brands are facing with the challenge of finding new formats, colours and content to capture the attention of users who use social networks. This article explores the effectiveness of advertising campaigns on social networks sites (attitude toward the ad, attitude to the brand and purchase intention), using the Dual Mediation Model and the Motivation, Opportunity and Ability (MOA) model. Our findings show the influence that the exchange of experiences through electronic consumer to consumer (eC2C) has on attitude to the brand, and this latter on purchase intention and electronic word of mouth (eWOM).

Data source: Dialnet