• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2020, Volume: 13, Issue: 15, Pages: 1535-1545

Original Article

Intervening analysis of internet marketing between the relationship of brand awareness and online purchase decision of mobile products among the students of Heis in Pakistan

Received Date:29 March 2020, Accepted Date:29 April 2020, Published Date:31 May 2020


Objectives: This study has investigated the role of internet marketing to build brand awareness which definitely leads a quick purchase decision. The main objective of the study was to investigate the components of brand awareness which directly cannot be cause of purchase decision for the mobile products but the use of internet marketing specifically social media advertising will be helpful in improving the brand awareness which increases the chances of purchase decision. Methodology: The study is quantitative and based on the philosophy of positivism because of the large population and its quantitative nature. Population includes all android mobile users of district Khairpur who uses the social media. Population was unknown so the Roscoe (1975) sampling techniques have used to select sample for the study and according to that, sample become three hundred and fifty. By using convenient sampling method, respondents are selected from the 3 universities of district Khairpur and primary mode of data collection has used to obtain responses on the five point's Likert-scale randomly. Analysis: Data was analyzed and interpreted through a robust technique SEM, performed in AMOS 22 version in which CFA and path analysis has done. Conclusion: According to study's interpretation results it is concluded that brand awareness has positive and significant impact on the online purchase decision of mobile products and internet marketing partially mediates the relation between Awareness and online purchase decision of mobile product.

Keywords: Brand image; Social media advertising; Purchase decision


  1. Aaker JL. Dimensions of brand personality. Journal of marketing research. 1997;34(3):347–56.
  2. Laghari AA, He H, Karim S, Shah HA, Karn NK. Quality of experience assessment of video quality in social clouds. Wireless Communications and Mobile Computing. 2017.
  3. Laghari AA, He H, Shafiq M, Khan A. Assessment of quality of experience (QoE) of image compression in social cloud computing. Multiagent and Grid Systems. 2018;14:125–143. doi: 10.3233/mgs-180284
  4. Karim S, He H, Mallah GA, Laghari AA, Madiha H, Larik RS. The Impact of Using Facebook on the Academic Performance of University Students. In: International Conference on Artificial Intelligence and Security. (pp. 405-418) Springer. 2019.
  5. Brakus JJ, Schmitt BH, Zarantonello L. Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of marketing. 2009;73(3):52–68.
  6. Berthon P, Pitt L, Campbell C. Ad Lib: When Customers Create the Ad. California Management Review. 2008;50:6–30. doi: 10.2307/41166454
  7. Schau HJ, Muñiz AM, Arnould EJ. How Brand Community Practices Create Value. Journal of Marketing. 2009;73(5):30–51. doi: 10.1509/jmkg.73.5.30
  8. Schivinski B, Dabrowski D. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications. 2016;22(2):189–214. doi: 10.1080/13527266.2013.871323
  9. Bruhn M, Schoenmueller V, Schäfer DB. Are social media replacing traditional media in terms of brand equity creation? Management Research Review. 2012;35(9):770–790. doi: 10.1108/01409171211255948
  10. Osselaer SMJv, Janiszewski C. Two Ways of Learning Brand Associations. Journal of Consumer Research. 2001;28(2):202–223. doi: 10.1086/322898
  11. Campelo A, Aitken R, Thyne M, Gnoth J. Sense of Place. Journal of Travel Research. 2014;53:154–166. doi: 10.1177/0047287513496474
  12. Day GS, Wensley R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of marketing. 1988;52(2).
  13. Christodoulides G. Branding in the post-internet era. Marketing Theory. 2009;9:141–144. doi: 10.1177/1470593108100071
  14. Füller J, Mühlbacher H, Matzler K, Jawecki G. Consumer Empowerment Through Internet-Based Co-creation. Journal of Management Information Systems. 2009;26:71–102. doi: 10.2753/mis0742-1222260303
  15. Choi WJ, Sun H, Liu Y, Chen H. Guess Who Buys Cheap? The effect of consumers’ goal orientation on product preference. Journal of Consumer Psychology. 2000.
  16. Laghari AA, He H, Shafiq M, Khan A. Application of Quality of Experience in Networked Services: Review, Trend & Perspectives. Systemic Practice and Action Research. 2019;32:501–519. doi: 10.1007/s11213-018-9471-x
  17. Hautz J, Füller J, Hutter K, Thürridl C. Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors. Journal of Interactive Marketing. 2014;28:1–15. doi: 10.1016/j.intmar.2013.06.003
  18. Jumani AK, Mahar J, Surahio F, Mahar M, Mahesar H, Talpur S. Destroy Messages: Design and Development of Software Tool for WhatsApp. Sindh University Research Journal-SURJ. 2016;48(2).
  19. Ho-Dac NN, Carson SJ, Moore WL. The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? Journal of Marketing. 2013;77(6):37–53. doi: 10.1509/jm.11.0011
  20. Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing. 1993;57(1).
  21. Kohli C, Suri R, Kapoor A. Will social media kill branding? Business Horizons. 2015;58(1):35–44. doi: 10.1016/j.bushor.2014.08.004
  22. Krishnamurthy S, Dou W. Note from Special Issue Editors. Journal of Interactive Advertising. 2008;8:1–4. doi: 10.1080/15252019.2008.10722137
  23. Laroche M, Habibi MR, Richard MO, Sankaranarayanan R. The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior. 2012;28(5):1755–1767. doi: 10.1016/j.chb.2012.04.016
  24. Muntinga DG, Moorman M, Smit EG. Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising. 2011;30(1):13–46.
  25. Pieters R, Wedel M, Batra R. The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing. 2010;74(5):48–60.
  26. Pappu R, Quester PG, Cooksey RW. Consumer‐based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management. 2005. doi: 10.1108/10610420510601012
  27. Prasad K, Dev CS. Managing hotel brand equity: A customer-centric framework for assessing performance. . The Cornell Hotel and Restaurant Administration Quarterly. 2000;41(3):22–24. doi: 10.1016/S0010-8804(00)80014-2
  28. Akshay RR, Monroe KB. The Effect of Price, Brand Name, and Store Name on Buyers ‘Perceptions of Product Quality: An Integrative Review Journal of Marketing Research. 1989;26:351–57.
  29. Richardson PS, Dick AS, Jain AK. Eix trill sic and Intritisic Cue Effects on Perceptions of Store Qtiaiilv. Journal of Marketing. 1994;58(4):28–36.
  30. Pütter M. The impact of social media on consumer buying intention. Marketing. 2017;3(1):7–13.


© 2020 Soomro, Khaskheli, Jumani, Shar. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Published By Indian Society for Education and Environment (iSee)


Subscribe now for latest articles and news.