Brand Communication and Consumers’ Brand Purchase Intention in social media: Mediator Effect of Brand Image, Brand Association/Awareness, Brand Loyalty
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This article mainly researched the mediating effects of brand image, brand awareness, association, and brand loyalty on brand communication and purchase intention in social network brand communication. The sample group consisted of mobile phone users who used the Xiaohongshu APP. The research used SEM and mediation test to test the hypothesis. The results showed that brand image, brand awareness, association and brand loyalty played a mediating role between brand communication and purchase intention. Research also suggested that on social media, brands could still attract consumers' attention by creating a unique image and showcasing their brand's personality. Moreover, it could be done through the connection between social media platforms and consumers so that recognition, memories and associations increased purchase preferences. Finally, brands could also build and maintain brand loyalty through social media to increase product stickiness among consumers, significantly influencing consumer purchasing decisions.
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