Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention

By Amal Dabbous, K. A. Barakat. 2020

287 citations recorded by the source corpus.

Abstract Social media is shaping the way companies and brands engage and interact with consumers, particularly Millennials. In light of this growing trend, this study aims to understand the influence of content quality and brand interactivity within social media on consumers' brand awareness and purchase intentions by proposing an empirical model which is tested using structural equation modeling. The study also explores whether the relation between social media stimuli and offline purchase intention is mediated by hedonic motivation, consumer engagement and brand awareness. Results reveal that the quality of content provided by brands on social media and company-users' interactivity are of major importance to Millennials. They increase the hedonic motive derived by these users from social media, strengthen their online engagement and intensify their brand awareness. This heightened online consumer engagement coupled with an increased online consumer brand awareness leads to an increase in the purchase intention of these brands offline. Consequently, companies are encouraged to invest in producing high-quality content on their social media pages, deploy all possible strategies to enhance brand users’ interactivity given the important role these variables play in entertaining, engaging users online, building brand awareness and influencing their offline purchase intentions.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f79b6d6ef26c5e4e36b09bab67daa6631d253fce

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In Information Systems and Management

In Marketing

In Sociology and Political Science

Citations in the corpus

The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing (2021, background): “First, although prior literature suggests that certain social media ad features may enhance consumer engagement or brand awareness (Dabbous and Barakat, 2020; Lee et al., 2018), we are able to elaborate the different information processing mode when consumers consider heuristic information and…”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Lamberton and Stephen’s (2016) comprehensive examination of the literature suggests that a DCM offers several benefits to customers including exploratory and positive behaviors that directly benefit the brand (cf. Appel et al. 2019; Dabbous & Barakat, 2020; Leeflang et al. 2014).”
Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction (2020, background): “Dabbous and Barakat (2020) state that brand awareness has become an important variable that influences consumer perceptions of a brand.”