Abstract
The present research work addresses the impact of the influence and involvement of online experience exchanges among consumers of digital social networks, the commitment they manifest towards brands and the persuasive attitude towards advertisements. The study is contemplating Veblen social psychological theory as predictors of purchase intention. A theoretical-methodological model was developed at a confirmatory level, which is based on the Motivation, Opportunity, Capability model and the attitude model towards the brand and advertisement, alternative models for measuring purchase intention and commitment. The objective of this research was to evaluate the attitudinal effect of consumers' purchase intention through the engagement model of consumers in digital social networks. The methodology used is quantitative, descriptive-correlational, cross-sectional applied in Mexico City, Guadalajara, Jalisco; Veracruz, Veracruz; Puebla, Puebla; Monterrey, Nuevo Leon; Villahermosa, Tabasco. The study population consisted of 140 consumers of cars, in car dealerships and users of social networks. The results of the study, were statistically processed at a confirmatory level, generating the proposed model with Patha analysis and the software SPSS and AMOS version 24.
Highlights
Organizations, regardless of their size and sector, carry out the administrative process through the preparation of strategic plans for the business that allow them to formulate strategies for changes and for the daily operations that allow them to meet their goals and objectives
The present study aims to understand the engagement of digital social media consumers with brands directly influences purchase intent
The question Is, the purchase intention of consumers in digital social networks, confirmed as an attitudinal effect of the Engagement model? It is confirmed that consumers' purchase intention has an attitudinal effect relationship based on the model Algesheimer,R., et, al. (2005), which proposes that the consumer's relationship with the brand, is established based on identification with the community, which affects the user's commitment to the community
Summary
Organizations, regardless of their size and sector, carry out the administrative process through the preparation of strategic plans for the business that allow them to formulate strategies for changes and for the daily operations that allow them to meet their goals and objectives. Strategic management is the fundamental tool to carry out this process It is defined as the art and science of formulating, implementing and evaluating cross-functional decisions that allow the organization to achieve its objectives. It integrates management, marketing, accounting, finance, production, logistics and warehousing, systems, and research and development for its success (David, 2003). With the introduction of a digital environment, brands have new challenges such as the design of content for the transmission of information and that impact these users to remain Through these social platforms, discussion forums and online pages, people can exchange information regarding a product, service or organization Norazah ( 2015).
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