Analysing the effect of social media on brand attitude and purchase intention: the case of Iran Khodro company

Abstract

The purpose of current study is to investigate the effect of social media on customers' attitude towards brand and purchase intention. Population was customers of Iran Khodro Company in the area of Tehran. Using a self-administrated questionnaire, 210 respondents were asked to answer the survey employing convenience-sampling method. The results of structural equation modelling indicated that traditional advertising and social media have significant impact on brand attitude. However, the effect of traditional advertising was less than social media. Further, brand attitude has a significant impact on purchase intention. (C) 2014 Elsevier Ltd.