The Influence of Social Media on Brand Personality Towards Consumer Purchase Intention in the Telecom Industry: A Conceptual Study

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Nalezeny alternativní kódy

RIV/70883521:28120/21:63535858

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Influence of Social Media on Brand Personality Towards Consumer Purchase Intention in the Telecom Industry: A Conceptual Study

Popis výsledku v původním jazyce

The emergence of social media has benefited industry in many forms, notable of which is the formation of a brand personality through firm communication practices. In the telecommunications industry, social media has been a useful tool for brand management. Considering the relationship between brand personality and consumer purchasing as established in numerous existing literature, this study aims to assess the influence of social media on the brand personality, with regards to consumer purchase intention in the telecommunications industry. To meet this objective, the study will review studies related to the current research theme, and conceptualize based on the findings of the studies. The search for papers will be done with the use of scientific databases such as Web of Science, Scopus, Ebsco, Google Scholar, and other relevant journal databases. This article, not only adds deeper insight to the social media and brand personality literature, but also serves as a source of information for managers in the telecom industry on how to successfully deploy social media practices in the management of their firms’ brand. This research will build on and contribute to previous brand personality and consumer psychology literature by examining the influence of social media on roles of brand personality. Limitations and future research directions are presented at the end of the paper

Název v anglickém jazyce

The Influence of Social Media on Brand Personality Towards Consumer Purchase Intention in the Telecom Industry: A Conceptual Study

Popis výsledku anglicky

The emergence of social media has benefited industry in many forms, notable of which is the formation of a brand personality through firm communication practices. In the telecommunications industry, social media has been a useful tool for brand management. Considering the relationship between brand personality and consumer purchasing as established in numerous existing literature, this study aims to assess the influence of social media on the brand personality, with regards to consumer purchase intention in the telecommunications industry. To meet this objective, the study will review studies related to the current research theme, and conceptualize based on the findings of the studies. The search for papers will be done with the use of scientific databases such as Web of Science, Scopus, Ebsco, Google Scholar, and other relevant journal databases. This article, not only adds deeper insight to the social media and brand personality literature, but also serves as a source of information for managers in the telecom industry on how to successfully deploy social media practices in the management of their firms’ brand. This research will build on and contribute to previous brand personality and consumer psychology literature by examining the influence of social media on roles of brand personality. Limitations and future research directions are presented at the end of the paper

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

ECSM 2021- Proceedings of the 8th European Conference on Social Media

ISBN

978-1-912764-63-1

ISSN

2055-7213

e-ISSN

2055-7221

Počet stran výsledku

5

Strana od-do

31-35

Název nakladatele

Academic Conferences and Publishing International Limited

Místo vydání

Reading

Místo konání akce

Larnaca

Datum konání akce

1. 7. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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