Social Media Influence on Word of Mouth Mediated by Brand Awareness Online Retails

Wisnalmawati Wisnalmawati, Marjam Desma Rahadhini, Muhammad Faizal Unnazir, Pinki Arindra Putra, Muhammad Lutfi Hendrato

Abstract


This research aims to: 1.analyse social media that directly affects word of mouth, 2. Social media influence word of mouth mediated by brand awareness. The data analysis technique uses Structural Equational Model (SEM) with PLS 3.0. The results of this research prove 1. Social media has influenced on word of mouth, 2 Social media has influenced on word of mouth mediated by brand awareness. The novelty of this research is that brand awareness can increase word of mouth. The findings of this study may contribute to consumer behavior models, at online retails and Tripple duties.


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