Factors Affecting the Relationship between Brand and Digital Consumer in Portugal

Zaila Oliveira, Ana Filipa Silva, Sandrina Teixeira


The study aims to develop a theoretical model to understand which digital communication factor is most relevant in establishing a positive relationship between the brand and the consumer so that the latter becomes its organic ambassador. The authors gather empirical data through a Web-based questionnaire from 258 respondents which were all considered valid as they met the requirements of the sample selection. The findings suggest that Consumer profile, perceived content quality, and Organic Brand Ambassadors have a direct impact on the relationship between brand and consumer. As this is empirical research, other unexamined constructs may add to the explanation of building brands' digital communication on social media platforms.


social media marketing; content marketing; digital brand communication; brand-customer relationship; brand activity on social media.

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International Journal of Marketing, Communication and New Media

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