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Title: Exploring the effect of brand awareness on the consumer's online buying decisions mediated by social media advertising among the students of higher education institutions of sindh
Authors: Khaskheli, Ghulam Akbar
Keywords: Bussiness & Management
Issue Date: 2021
Publisher: Shah Abdul Latif University, Khairpur.
Abstract: Brand awareness is very crucial element in terms of marketing. The study has tried to explore the effect of brand awareness on the consumer’s online buying decisions mediated by the social media advertising. The trends for advertising have changed dramatically with passage of time. Traditional marketer used the print media and then electronic media to advertise their brands. But in the 21st century the media molded his shape into the social media such as face book, linkdin, you tube, whatsapp and so many other types. And shopping converted it into online shopping and the target of online shopping is the youth whose birth year starts from the late 1990. So the study has discussed the various things about the different characteristics of social media and how it replaced the old media to current one and how it will be helpful for the marketers for brand awareness. The population of study is the students of public higher education institutions of Sindh. Universities in public sector is 7 in number and the enrolled number of students in that higher education institutions is 71205 as a whole according to the data published by HEC in its report in 2017. Sample size determined on the basis of roscoe 1975 rule of thumb method and according to that the sample size become 384 and sample further obtained by the method of proportionate sampling method and later the questionnaire was distributed randomly among the students of different age groups, qualification and gender. The adopted and modified survey instrument has used for the study, which was taken from the three different researches. After data collection it is analyzed through the SPSS and AMOS. Demographic variable’s calculation has made by using the simple frequency method and the CFA for construct’s confirmation and path analysis for hypothesis testing has performed in the AMOS. It is concluded on the basis of results obtained from the AMOS that brand awareness has direct positive and significant impact on the online buying decisions of consumers and social media partially mediates the relationship between these two constructs.
Gov't Doc #: 22547
Appears in Collections:PhD Thesis of All Public / Private Sector Universities / DAIs.

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