The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media

The purpose of this study is to propose a model understand the impact brand information (awareness and image) on marketing variables (satisfaction, loyalty, WOM purchase intention) for individuals who like or follow brands in social media. In study, 522 questionnaires were collected, multi-group structural equation modelling was used. According findings, awareness had significant direct effect image indirect loyalty intention through image. Also, immediate effects satisfaction, significant, intent substantial. Thus, have become prominent terms WOM, consumers' intentions It has been determined that crucial Although low explained variance rate, its robust. Social media also shown affect substantially. using theory gender socialization examines whether whole changes according gender. Finally, managerial theoretical implications, limitations recommendations are presented.