| Autor: |
Khan, Sherbaz, Qabool, Sahar, ul Haque, Irfan, Javed, Huda |
| Předmět: |
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| Zdroj: |
South Asian Journal of Management Sciences; 2023, Vol. 17 Issue 2, p146-169, 24p |
| Abstrakt: |
This study examines the moderating effect of brand equity on the relationship between digital marketing and consumer intent to purchase in Pakistan's social media commerce context. The data is collected through an online survey administered using a purposive sample strategy collecting 371 responses. The entire population was hard to triangulate as such statistics are not accurately available in a developing country like Pakistan, hence using a non-probabilistic sampling approach. Smart PLS 3 (Smart PLS 3) is utilized for statistical analysis as an SEM (Structural Equation Modeling) was applied to test the complex relationship between the variables and testing hypotheses. The results demonstrate the validity of the research model and the structural equation modeling approach. The data shows that brand equity moderates the relationship between digital marketing and purchase intent substantially. Exposure to digital marketing, specifically social media, and electronic word-of-mouth, significantly correlated with consumers' desire to purchase. Brand equity is observed to moderate this association. Brand feedback is essential, and the high-quality information digital marketing provides facilitates browsing and influences purchase decisions. In light of the increase in online commerce during the COVID-19 epidemic, the report also emphasizes the growing significance of digital marketing. This study contributes to the theoretical foundation of digital marketing and social media commerce by shedding light on the impact of digital marketing on purchase intention and the moderating effect of brand equity, particularly in the Pakistani context. It contributes to the corpus of knowledge as it makes theoretical contributions and paves the way for future research. The study findings have important implications for researchers and professionals in Pakistan's social media commerce ecosystem. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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