Generating brand awareness in Online Social Networks

作者：

Highlights：

• Virtual interactivity positively affects brand awareness.

• Reward for activities positively affects brand awareness.

• System quality positively affects brand awareness.

• Information quality positively affects brand awareness.

• Brand awareness positively affects WOM in social media.

摘要

•Virtual interactivity positively affects brand awareness.•Reward for activities positively affects brand awareness.•System quality positively affects brand awareness.•Information quality positively affects brand awareness.•Brand awareness positively affects WOM in social media.

论文关键词：OSNs,Brand awareness,WOM,Virtual interactivity,Rewards,Information and system quality

论文评审过程：Available online 23 March 2015, Version of Record 31 May 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.03.023