TY  - JOUR 
TI  - La conciencia de marca en redes sociales: impacto en la comunicación boca a boca
PB  - Universidad Icesi
PY  - 2019
issn 0123-5923
AB  - The objective of this article is to identify the determinants of brand awareness and its impact on word-of-mouth communication. The study was carried out by using the structural equations technique that collects data from a survey applied to a validated sample of 208 social network users in Mexico. The results confirm a positive and significant effect of the quality of the information on brand awareness, and the direct effect of brand awareness on the word of mouth is demonstrated. These results will allow companies to identify the necessary elements for building loyalty and the process to attract new customers.
KW  - Redes sociales
KW  - Estrategia de negocios
KW  - Estrategias de marketing
KW  - Marca
KW  - Consumidor
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/85237
ER  -