Identification of Factors Influencing Consumers' Intention to Purchase a Brand-Fake on Social Networks in the Russian Market

The study aims to clarify the factors influencing consumers' intention to purchase fake brands on social media platforms. An analysis of existing studies already makes it possible to predict factors that may have a significant impact. This list may include, among other things, the following factors: the desire for novelty, brand awareness, electronic word of mouth (EWOM), attitude towards counterfeit products, desire for status, social influence, the price of counterfeit brands, the opinion of influential people. In the course of the work, several theoretical models were built and several hypotheses were tested. The first 4 hypotheses were decided to be adopted based on the results of an analysis of the literature, the market and qualitative research, which revealed more interesting relationships that formed the basis of the final three hypotheses. The study confirmed the influence of three factors on attitudes towards counterfeiting, which in turn has a strong influence on the consumer's intention to purchase a fake brand. At the end of the chapter, recommendations for brands and the state were proposed. It is assumed that the study, on the one hand, will fill in the theoretical gaps caused by the limited research on this topic, and on the other hand, modern trends that have led to the growth of the sphere of social commerce. On the other hand, the recommendations formulated can be used by companies to combat the spread of fake brands on social media platforms.