Purpose: The aim of this bachelor thesis is to investigate the relationship of online subcultures, electronic trust, electronic word-of-mouth, and purchase intention towards a special event within selected Facebook Pages. Background: Given the increasing impact of social media platforms in communications not only between consumers, but also consumers and companies, this study takes a deeper look at the influence that companies can exercise on consumer’s purchase intention for a special event through these platforms. The background is based on previous researches and existent theories related to products, which are tested for a special event. Method: In order to fulfill the purpose of this study  a cross-sectional design is applied. A deductive approach is followed, and a quantitative method is used through the application of questionnaires in order to collect the empirical data necessary to answer  the given research questions. The questionnaires were distributed to the selected sample, which is anyone who “likes” the following Facebook Pages: Sweden Rock Festival, Göteborg Horse Show, Hultsfred, and Swedish Speedway Grand Prix. Conclusion: Based on the background a modest to strong relationship was expected  between the measured variables. This however has been disconfirmed by the results, thus showing a weaker relationship than has been previously tested with regards to a product. The main finding is that when it comes to special events, the organizer is seen as a more reliable source, thus it is more influential than fellow members of the Facebook Page.

Con el incremento de las compras por internet, la categoría de ropa deportiva ha decidido utilizar este canal para mantener la relación consumidor-marca. Debido a ello, las marcas de esta categoría necesitan saber cuáles son las variables que deben considerar al momento de desarrollar estrategias que les permitan preservar dicha relación. El objetivo del presente estudio es examinar la relación entre el e-loyalty, e-trust, e-satisfaction y website quality en la intención de compra del consumidor peruano en la moda deportiva. Las marcas de esta categoría deben comprender las expectativas de los clientes respecto a las compras en línea para atraer nuevos clientes y retener a sus clientes existentes. / With the increase in online purchases, the sportswear category has decided to use this channel to maintain the consumer-brand relationship. In consequence, brands in this category need to know which variables they should consider when developing strategies that allow them to preserve this relationship. The objective of this study is to examine the relationship between e-loyalty, e-trust, e-satisfaction and website quality in the purchase intention of the Peruvian consumer in the sportswear category. Brands in this category must understand customer expectations regarding online shopping to attract new customers and retain existing customers. / Trabajo de investigación