Abstract
The purpose of this study was to examine the impact of brand awareness and social media content marketing on the consumer purchase decision. The data for this research was collected through an online questionnaire. The total number of respondents for this study were 150 (60% females; 40% males). The objective of this research was to investigate the relationship between brand awareness and social media content marketing with the consumer purchase decision. However, results indicate that brand awareness has a weak positive significant relationship with consumer purchase decision whereas, social media content marketing has a moderate positive significant relationship with the consumer purchase decision.
Highlights
In today’s era, social media has become an important platform to connect individuals around the world
As per the results generated in the previous chapter, it has been concluded that brand awareness has a weak positive significant relationship with the consumer purchase decision
The findings reveal that social media content marketing has high input in explaining the variance in consumer purchase decision i.e. 0.488
Summary
In today’s era, social media has become an important platform to connect individuals around the world. There are many online platforms which assisted businesses in escalating their sales and profit margins This change in the business globe has controlled the functions of social media to be a marketing tool in creating brand awareness and growth. Web 3.0 has set new standards for online socialization with different ways of establishing websites more creatively It will make things easier for businesses and consumers in connecting through better search system where they can find their desired products. As the content promotes information about the brand and its offerings this content will help consumers in getting associated with the brand and building a prosperous relationship among brands and consumers This connection attracts consumers and encourages them to purchase the product. The purpose of this study was to examine the importance of social media content marketing and brand awareness in creating consumers’ purchase decision. The research questions are: Does brand awareness affect consumer purchase decision? Does social media content marketing play a role in creating consumer purchase decision?
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Public Value and Administrative Insight
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
