Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention

Ali, Syed Raza and Ali, Syed Hassan and Yasir, Muhammad and Khan, Muhammed Hamza (2022): Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention.

Abstract

With the passage of time people come to know that, investigating the brand social media, the brand familiarity and information quality on the future purchase intention is very impactful. In spite of appreciation of brand familiarity and information, quality prominence in brand communities, dynamics and consequences remains limited. To explore this subject of consumer purchase intention we found that information quality and brand familiarity effect the future purchase. To explore our hypotheses, we directed a survey with about 200 university students with the target population of Karachi Pakistan using Facebook with considerable experience with a particular brand. In this research, the statistical technique we use is the structural equation Modeling SEM. This technique helps to determine the structural relation found between latent constructs and measured variables. Furthermore, the findings show that there is a big impact of Brand familiarity and Information quality on Attitude towards brand social media pages and Future purchase intention.

• Item Type: MPRA Paper
• Language: English
• Keywords: Brand familiarity, Information quality, Attitude towards brand social media pages, purchase intention, developing economy
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration > M10 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M38 - Government Policy and Regulation

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