Stimulating brand image through brand awareness using online social networks

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Mahwish Sindhu, Shabir Hassan Banday


Research Objectives: This study's core objective is proposing and empirically evaluating a theoretical framework concerning brand image through Word of Mouth (WOM) in Online Social Networks (OSNs). With their unique communicative and interactive abilities, this empirical study, a framework of OSNs, has been developed to enable hospitality and tourism organizations to strengthen their overall brand image.

Design/Methodology/Approach: For this empirical taxonomy, a survey among 362 social networking sites was administered to evaluate brand awareness's proposed theoretical framework.

Analysis: The data was analyzed using PLS-SEM (Partial Least Square Structural Equation Modelling) approach.

Key Observations: Many tourist spots and hospitality sector organizations are investigating OSNs to generate brand awareness and stimulate the perspective of positive Word-of-Mouth (WOM) relative to brand image.

Outcomes: The outcomes demonstrate that establishing brand awareness in OSNs significantly enhances the WOM process, leading to brand image. Moreover, the system quality significantly moderates the relationship between WOM and brand image. Aiming to engender brand awareness in OSNs, it is essential to develop a virtually interactive climate, enabling consumers to swap credible, reliable, trustworthy, and up-to-date insights on time.

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