LA INFLUENCIA DE LA COMUNICACIÓN DE MARCA EN LA ACTITUD Y EN EL COMPORTAMIENTO DE LOS CONSUMIDORES A TRAVÉS DE LOS MEDIOS SOCIALES

Abstract

Most Most researchers, academics and practitioners present a limited understanding of the effects that communication, through social media, can have on how consumers perceive brands. In this context, the present work tries to analyze these relations through quantitative techniques. And, for the results, the factorial analysis was used in the exploratory phase; And the structural equations, for the confirmatory. In conclusion, we can affirm that there is no positive relationship between the brand communication generated by the organization and the attitude of the consumers towards it, but that there is a positive relationship between the brand communication generated by other users and the brand attitude.