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Published March 23, 2024 | Version v1
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RECONNOITERING THE IMPACT OF BRAND COMMUNICATION ON ONLINE CONSUMER'S PURCHASE INTENTIONS: REVEALING AN ESOTERIC STORY

  • 1. Assistant Professor, Department of Management Sciences, COMSATS University Islamabad, Wah Cantt, Pakistan.
  • 2. MS Scholar, Department of Management Sciences, COMSATS University Islamabad, Wah Cantt, Pakistan.
  • 3. Tenured Associate Professor, Air University Islamabad-Pakistan, Multan Campus.
  • 4. Assistant Professor, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan.
  • 5. Lecturer, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan.

Description

Abstract

With the advancements in the digital media ecosystem, and particularly the proliferation in the use of Social Networking Sites (SNS) among brands and their audiences, it is important to apprehend the part social media plays in marketing efforts. This study seeks to assess the direct and indirect impact of SNS-based brand communication on Online Purchase Intention (OPI) in the online consumer market. Having literary support, Brand Attachment (BAT), and Online Brand Experience (OBE) were modeled as major mediators of the study under consideration. Seven hypotheses were made, and AMOS 22.0 and SPSS 25.00 were employed to assess the relationship among the focal variables for a total of 305 respondents. The findings of the study reveal that Brand Communication (BC) on SNS has a significant positive impact on OPI. Limitations, future research directions, and management and academic ramifications are highlighted.

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