Do you think that the use of this digital medium contributes to traditional brand metrics such as brand favorability and intention to purchase?

Lets Define Brand Favourability and intention to Purchase. Both of these metrics are derived by a Survey questionnaire & analysing where customers puts a brand in their ming. It has been studies that Brand favourability & intention to buy are positively correlated and desired to be on higher side for any brand.

In this digital world, a brand can effectively use this medium to derive favourable results for its brand as customers are constantly on digital media and they would like to be reached via this medium only. Even in not so desirable scenario of an issue/complaint against a Brand- Customer is more likely to reach out to Brand directly (though Tweets,DM on FB, or mentions in their posts) rather than calling or mailing the brand about the issue. 

So, Yes, Digital medium strongly contributes to traditional metrics like Brand Favourability & intention to Buy.

Yes definitely, digital is influencing all the region. Especially mobile penetration moving digital to next level.