Abstract
The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies’ websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.
Highlights
Traditional media communication medium was considered to be very important a few years ago, but from last few years the digital media is prospering considerably and it has become a very important mode of communication in marketing and advertising for building brand sustainability
The mobile marketing channels are more effective in the case of Pakistan, whereas, in the Western studies, the social media is the most powerful tool [49,68,71], but several previous research studies substantiated the similar results, where mobile phone marketing plays a significant role, such as in [85–87]
This research is a comprehensive study, which was conducted in Pakistan to date, pertaining to the role of online digital media channels to establish the effectiveness of online digital media advertising for building brand sustainability
Summary
Traditional media communication medium was considered to be very important a few years ago, but from last few years the digital media is prospering considerably and it has become a very important mode of communication in marketing and advertising for building brand sustainability. Business organizations reach to customers and interact with them, and their interactions, through browsing or purchasing through the use of this new media and companies can trigger or stimulate their purchase behaviors through different practices and measure multiple modes. These options are usually valued for marketing, but individual users have particular relevance to developing individual marketing activities on the employees, customer relationship management. There is more personalization, individualized results for each user, which are customized for each request [7–10]
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