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

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dc.title The influence of social media on brand personality towards consumer purchase intention in the telecom industry: A conceptual study en
dc.contributor.author Attor, Cleophas
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Korantwi-Barimah, Justice Solomon
dc.contributor.author Adzovie, Daniel Edem
dc.relation.ispartof 8th European Conference on Social Media, ECSM 2021
dc.identifier.isbn 978-1-914587-00-9
dc.identifier.isbn 978-1-914587-01-6
dc.date.issued 2021
dc.citation.spage 31
dc.citation.epage 35
dc.event.title 8th European Conference on Social Media, ECSM 2021
dc.event.location online
utb.event.state-cs online
dc.event.sdate 2021-07-01
dc.event.edate 2021-07-02
dc.type conferenceObject
dc.language.iso en
dc.publisher Academic Conferences and Publishing International Limited
dc.identifier.doi 10.34190/ESM.21.080
dc.subject brand personality en
dc.subject consumer purchase intention en
dc.subject consumers en
dc.subject social media en
dc.subject telecommunications industry en
dc.description.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. en
utb.faculty Faculty of Management and Economics
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1011298
utb.identifier.obdid 43882870
utb.identifier.scopus 2-s2.0-85143809473
utb.source d-scopus
dc.date.accessioned 2023-02-15T08:05:51Z
dc.date.available 2023-02-15T08:05:51Z
dc.description.sponsorship Univerzita Tomáše Bati ve Zlíně: IGA/FaME/2020/002
utb.contributor.internalauthor Attor, Cleophas
utb.contributor.internalauthor Jibril, Abdul Bashiru
utb.contributor.internalauthor Chovancová, Miloslava
utb.contributor.internalauthor Adzovie, Daniel Edem
utb.fulltext.sponsorship This work was supported by the Internal Grant Agency of FaME through Tomas Bata University in Zlín, No. IGA/FaME/2020/002.
utb.scopus.affiliation Tomas Bata University in Zlin, Czech Republic; Sunyani Technical University, Ghana
utb.fulltext.projects IGA/FaME/2020/002
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