The influence of social media on brand personality towards consumer purchase intention in the telecom industry: A conceptual study

Abstract

The emergence of social media has benefited industry in many forms, notable of which is the formation of a brand personality through firm communication practices. In the telecommunications industry, social media has been a useful tool for brand management. Considering the relationship between brand personality and consumer purchasing as established in numerous existing literature, this study aims to assess the influence of social media on the brand personality, with regards to consumer purchase intention in the telecommunications industry. To meet this objective, the study will review studies related to the current research theme, and conceptualize based on the findings of the studies. The search for paper was implemented with the use of scientific databases such as Web of Science, Scopus, Ebsco, Google Scholar, and other relevant journal databases. This article, not only adds deeper insight to the social media and brand personality literature, but also serves as a source of information for managers in the telecom industry on how to successfully deploy social media practices in the management of their firms' brand. This research will build on and contribute to previous brand personality and consumer psychology literature by examining the influence of social media on roles of brand personality. Limitations and future research directions are presented at the end of the paper. © 8th European Conference on Social Media, ECSM 2021.