The purpose of The Behavioral Intention Effect on Brand Image research is to investigate and discuss how the brand product image can be influenced by customer behavioral intentions through social media. As we all known, Brand image is defined as consumers' ideas, perceptions, expectations, beliefs, and mental representations of a product or service.
Furthermore, considering the viral usage of social media as a marketing communications channel, the findings of this study help to understand the impact of social media channels on the interactions and engagements between companies, consumers, and brand management.
Companies of organizations must strategically use social media marketing to appeal to their target audiences. However, challenges in using social media to reach consumers include a lack of appropriate scales to measure and investigate constructs of interest, and the constant changes in current and emerging social media platforms.
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