Social Media Influence on Word of Mouth Mediated by Brand Awareness Online Retails

This research aims to : 1 . analyse social media that directly affects word of mouth, 2 . Social media influence word of mouth mediated by brand awareness . The data analysis technique uses Structural Equational Model ( SEM ) with PLS 3 . 0 . The results of this research prove 1 . Social media has influenced on word of mouth, 2 Social media has influenced on word of mouth mediated by brand awareness . The novelty of this research is that brand awareness can increase word of mouth . The findings of this study may contribute to consumer behavior models, at online retails and Tripple duties .