IMPACT OF BRAND EQUITY DIMENSIONS ON BRAND PURCHASE INTENTION OF CUSTOMERS THROUGH SOCIAL MEDIA NETWORKS WITH REFERNCE TO INDIA

Dr. R.Gokilavani; Dr. V.Chitra

Volume : IX, Issue : II, February - 2020

IMPACT OF BRAND EQUITY DIMENSIONS ON BRAND PURCHASE INTENTION OF CUSTOMERS THROUGH SOCIAL MEDIA NETWORKS WITH REFERNCE TO INDIA

Dr. R. Gokilavani, Dr. V. Chitra

Abstract :

This study examines the and equity dimensions on and purchase intention of customers through social media networks with reference to Indian Scenario was undertaken in Chennai city. 200 customers have been selected by adopting random sampling technique through pre–tested and structured questionnaire and the data and information pertain to the year 2018–2019. In order to understand demographic features of customers, frequency and percentage analysis are carried out. In order to identify the dimensions of and equity, exploratory factor analysis has been employed. The study concludes that social media platforms provide unlimited ways for customers to interact, express, share and create content about ands and products. Thus, the joint implementation of firm–created social media communication and user–generated social media communication offer numerous opportunities for increasing and equity dimensions, consequently growing and equity.