The Influence of Social Media and Brand Knowledge to The Relationship of Country of Origin And Brand Preference
Journal Title: IOSR journal of Business and Management - Year 2019, Vol 21, Issue 1
Abstract
The results of this studyshowed that the social networks has a significant positive influence on the brand preference, and the level of consumer's consumption has a statistically significant positive mediating effect on the relationship between consumer behaviour and brand choice. The correct presentation of information to social networks about the brand has an impact on consumer behavior and its immediate choice in favor of a brand. This study shows how much the consumer owns information about the product, and how social networks and Internet marketing contribute to the development of the brand and the formation of preferential qualities when choosing a product by the consumer.
Authors and Affiliations
Latysh Svitlana, Liu Zhi Chao
Keywords
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- EP ID EP444415
- DOI 10.9790/487X-2101036772.
- Views 56
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