| Abstract [eng] |
The popularity of social networks have attracted large number of users and at the same time becomes the main channel for sharing information. These channels also has become main platform for companies marketing communication. However, brand advertising by companies is no longer effective, due to the ability of consumers to identify them, so they are increasingly ignored. Due to the negative attitude of consumers towards the efforts of companies to communicate with them directly, the focus is on independent opinion leaders. Research has shown that there is an increasing influence of opinion leaders' "word of mouth" communication in social networks on consumer attitude and intention to buy. However, it is not only important to assess the impact of the "word of mouth" on consumer attitude and the intention to buy, but it is also important to understand its impact on brand value. According to the results of previous researches states, that it’s relevant to substantiate theoretically and to validate empirically the impact of opinion leaders “word-of-mouth” communication on brand value in social networks. In this research, it is important to take into account the characteristics of the opinion leader and the communicative messages. |
