La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

Cristian-Alejandro Rubalcava de León; Yesenia Sánchez-Tovar; Mónica-Lorena Sánchez-Limón

doi:10.18046/j.estger.2019.152.3108

Authors

Cristian-Alejandro Rubalcava de León Estudiante doctorado en Ciencias Administrativas, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-9926-2902
Yesenia Sánchez-Tovar Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-4299-191X
Mónica-Lorena Sánchez-Limón Profesor Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-0671-0076

DOI:

https://doi.org/10.18046/j.estger.2019.152.3108

Keywords:

social networks, brand awareness, word of mouth, information quality, virtual interactivity

Abstract

The objective of this article is to identify the determinants of brand awareness and its impact on word-of-mouth communication. The study was carried out by using the structural equations technique that collects data from a survey applied to a validated sample of 208 social network users in Mexico. The results confirm a positive and significant effect of the quality of the information on brand awareness, and the direct effect of brand awareness on the word of mouth is demonstrated. These results will allow companies to identify the necessary elements for building loyalty and the process to attract new customers.

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