The Effect Of Brand Influenced By Social Media On Russian Adolescents' Purchase Intention

The following research investigates adolescents' perception of the Effect of Brand influenced by Social Media such as Brand Trust influenced by Social Media,Brand Image influenced by Social Media,Online Brand Community influenced by Social Media,and eWOM influenced by Social Media based on mobile phone brand they own;mediating effect of Brand Trust influenced by Social Media and Brand Image influenced by Social Media;and moderating effect of age,i.e.difference between adolescents' and adults' perception of the Effect of Brand influenced by Social Media.Data collection method used in the research is a survey.Questionnaire was filled out by 102 teens and 102 adults who live in Russia.Hypotheses tests proved that Brand Trust influenced by Social Media,Brand Image influenced by Social Media,Online Brand Community influenced by Social Media,and eWOM influenced by Social Media positively relate to adolescents' Purchase Intention.Brand Trust influenced by Social Media and Brand Image influenced by Social Media plays a mediating role between eWOM influenced by Social Media and adolescents' Purchase Intention.Social Media has different influence on adolescents' and adults' perception of the Effect of Brand influenced by Social Media.The following research will contribute to brands' strategic planning by developing strategies to build positive adolescents' Purchase Intention perception.