Factors Affecting the Relationship between Brand and Digital Consumer in Portugal

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