Volume 5 Number 4 (Dec. 2015)
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IJEEEE 2015 Vol.5(4): 180-190 ISSN: 2010-3654
doi: 10.17706/ijeeee.2015.5.4.180-190

Determinants of Brand Image in Social Media

Hayan Dib, Abdullah Awad Alhaddad
Abstract—The purpose of this study is to design the structural model for brand image building using in Social Media, and to research how a company can seize the moment of using social media networks to create brand image. The responses were collected using a structured questionnaire from 373 Mobile users in Higher Institute of Business Administration (HIBA), Syria—Damascus. The absence of how mangers can build brand image on social media, the study provides a model which mangers can follow to build brand image though social media and the finding can be used by mobile market. Other variable needs to be studied, such as promotion awareness and electronic word-of-mouth (E-WOM). This study does not consider all brand image dimensions. This paper’s findings suggest that mobile companies have to focus on building and creating three kind of awareness: brand awareness, advertising awareness and price awareness. The absence of model that we can follow to build brand image through social media, thus, there is a lack of in-depth analysis of this field.

Index Terms—Advertising awareness, price awareness, brand awareness, brand image.

Hayan Dib, Abdullah Awad Alhaddad are with the Marketing and international trade department, Higher Institute of Business Administration (HIBA), Damascus, Syria.

Cite: Hayan Dib, Abdullah Awad Alhaddad, " Determinants of Brand Image in Social Media," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 5, no. 4, pp.180-190, 2015.

General Information

ISSN: 2010-3654
Frequency: Quarterly (Since 2015)
Editor-in-Chief: Prof. Kuan-Chou Chen
Executive Editor: Mr. Ron C. Wu
Abstracting/ Indexing: Engineering & Technology Digital Library, Google Scholar, Electronic Journals Library, QUALIS, ProQuest, EI (INSPEC, IET)
E-mail: ijeeee@iap.org
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